臺灣博碩士論文加值系統

本研究旨在探討企業的品牌故事對品牌依附的影響效果，包括品牌故事對品牌形象、品牌認同及品牌依附的影響效果，品牌形象、品牌認同對品牌依附的影響效果，及品牌形象在品牌故事影響品牌依附的中介效果，品牌認同在品牌形象影響品牌依附的中介效果。
研究結果發現：1.品牌故事的能耐對品牌形象有正向影響。2.品牌故事的同理心只對經驗性品牌形象有正向影響。 3.品牌形象對品牌認同有正向影響。4.品牌認同只對品牌依附的顯要性有正向影響。5.品牌認同對經驗性品牌形象影響品牌依附具中介效果。6.品牌認同對象徵性、功能性品牌形象影響品牌依附的顯要性具中介效果。最後針對研究結果提出實務意涵與研究建議。

關鍵字：品牌故事、品牌形象、品牌認同、品牌依附

This study aimed to investigate the influence of corporation brand story on the brand attachment, including the effect of the brand story to the brand image, the brand identification and the brand attachment, the effect of brand image and the brand identification to the brand attachment. It is also to confirm the mediators of the brand image and the brand identification.
The results showed that: 1.The ability of the brand story has positive effects on the brand image. 2. The empathy of the brand story has positive effects only on experiential brand image. 3 The brand image has positive effects on the brand identification. 4 .The brand identification has positive effects only on the brand prominence of brand attachment. 5. The brand identification is the mediators that the experiential brand image affects the brand attachment. 6. The brand identification is the mediators that the symbolic, functional brand image affects the brand prominence of the brand attachment. Finally, we put forward practical implications of the study and propose on future research.

Keywords: brand story, brand image, brand identification, brand attachment

中文摘要 ................................................... iii
英文摘要 .................................................... iv
誌謝 ......................................................... v
目錄 ........................................................ vi
表目錄 .....................................................viii
圖目錄 ....................................................... x
第一章 緒論 .................................................. 1
第一節 研究背景與動機 ......................................... 1
第二節 研究目的 .............................................. 3
第二章 文獻探討 .............................................. 4
第一節 品牌故事 .............................................. 4
第二節 品牌形象 .............................................. 9
第三節 品牌認同 ............................................. 11
第四節 品牌依附 ............................................. 15
第五節 變項兩兩之關係 ....................................... 18
第三章 研究設計 ............................................. 23
第一節 研究架構 ............................................. 23
第二節 研究假說 ............................................. 23
第三節 變數操作型定義與衡量 .................................. 25
第四節 問卷設計 ............................................. 29
第五節 資料分析方法 ......................................... 30
vii
第四章 研究分析 ............................................. 32
第一節 敘述性統計分析 .........................................32
第二節 因素分析與信度分析 .....................................37
第三節 迴歸分析 ............................................. 43
第五章 結論與建議 ........................................... 55
第一節 研究結論 ............................................. 55
第二節 管理意涵與研究建議 .................................... 57
第三節 研究限制與後續研究建議 ................................ 58
參考文獻 ................................................... 73

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