隨著經驗經濟時代的來臨，消費者在消費時除了重視產品性能或服務效益外，亦同時重視能否從消費過程中獲得新鮮、愉悅的感受。消費者經由購買產品及接觸服務所獲得的經驗，可顯著地提升顧客價值。當商品存在高度同質性時，品牌可能是唯一能夠與其他競爭者有所區別的方法。品牌是一種無形資產，它的價值可以附加在產品之上，在產業中達到差異化的一種基礎。
在高科技的資訊時代、品牌至上的商業環境競爭裡，促使消費者在購買時，不再以銷售功能導向的解決問題，而是以整合服務為目標的顧客導向，更重視於消費者的購買經驗過程中顯示個人特質及象徵意義。
本研究以台南地區大學學生為研究對象，採階層抽樣法蒐集初級資料，共蒐集到有效問卷402份，以結構方程進行資料分析。研究結果發現如下：（1）品牌經驗對品牌個性有顯著的正向關係；（2）品牌個性對品牌忠誠度有顯著的正向關係；（3）品牌經驗並不會直接影響品牌忠誠度，須透過品牌個性的中介效果，而影響品牌忠誠度，故表示品牌個性在品牌經驗與品牌忠誠度兩者關係具有完全中介效果。最後研究者依據實證結果提出管理建議及後續研究建議。

Except the product performance or the service benefit, customers gradually pay attention to obtain the joyful and freshly feeling from the expense activity, because of the experience economical approach. Therefore, sell by the perceptual experience to at-tract consumers will be the future tendency. Moving beyond commodities, goods, and services to being in the business of staging experiences greatly increases the value to customers.When there is a high degree of similarity exists in the merchandise, brand may be the only resort to distinguish oneself from competitors. Brand is an invisible asset and its value can be added to the product, which may be laid as a foundation of differentiation from other competitors. The bright individuality is one of the main characters of a strong trend brand. The brand personality is one of the major communications between the brand and the consumer.The brand personality can strengthen consumer’s brand loyalty, thus forms the long-lasting brand competitive power.
In this study, data were collected through questionnaires and then analyzed using Stratified Random Sampling. The following is result：(1) Brand Experience has significant positive influence on brand personality; (2) Brand personality has significant positive influence on brand loyalty;; (3) Moreover, brand experience affect brand loyalty directly and indirecty through brand personality associations. Finally, suggestions for management and recommendations for future research are presented.

摘要 i
謝誌 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的與問題 4
1.4研究流程 5
第二章 文獻探討 7
2.1品牌忠誠度（Brand Loyalty） 7
2.1.1品牌忠誠度定義 7
2.1.2品牌忠誠度重要性 10
2.1.3品牌忠誠度前因 11
2.2品牌個性(Brand Personality) 12
2.2.1品牌個性定義 12
2.2.2品牌個性的重要性 14
2.2.3品牌個性之衡量 15
2.3品牌經驗(Brand Experience) 17
2.3.1品牌經驗定義 17
2.3.2品牌經驗重要性 18
2.3.3品牌經驗之衡量 19
2.3.4品牌經驗相關研究 23
2.4各變數關係之相關實証研究 24
2.4.1 品牌經驗與品牌個性之間關聯性 24
2.4.2 品牌個性與品牌忠誠度之關聯性 24
2.4.3 品牌經驗與品牌忠誠度之關聯性 25
2.4.4 品牌個性中介效果 26
2.5 結論 26
第三章 研究方法 27
3.1研究架構 27
3.2研究標的物選擇 27
3.3變數操作型定義與衡量 28
3.3.1品牌經驗 29
3.3.2品牌個性 31
3.3.3 品牌忠誠度 33
3.3.4 個人基本資料 34
3.4抽樣設計 35
3.4.1抽樣對象 35
3.4.2資料蒐集 35
3.4.3前測 35
3.5問卷調查及有效樣本結構 36
第四章 研究結果 42
4.1因素分析 42
4.1.1探索性因素分析 42
4.1.2驗証性因素分析 43
4.1.3共同方法變異分析 46
4.2研究結果 46
4.2.1理論模式配適分析 46
4.2.2 研究假設驗證 46
第五章 結論 49
5.1研究限制 49
5.2研究結論 49
5.3實務管理建議 51
5.4未來研究建議 53
參考文獻 54

一、中文部份
王育英、梁曉鶯(譯)(2000)，體驗行銷，經典傳訊。
吳明隆（2007）。SPSS操作與應用：問卷統計分析實務（初版），台北市：五南。
李茂能（2009）。圖解AMOS在學術研究之應用（初版），台北市：五南
榮泰生（2008）。AMOS與研究方法（2版），台北市：五南。
伯德．史密特、亞力士．賽門森、郭建中(譯)(2000)，大市場美學Marketing Aesthetics，新雨出版社。
江惠頌(譯) (2005)，品牌管家－奧美360 度品牌傳播管理，台北市：滾石。
陳綉里(譯)(2004)，品牌行銷-Building The Brand-Driven Business，財團法人中衛發展中心。
李振昌(譯)(2005)，收買感官 信仰品牌，商智文化。
李珮琳(2001)。品牌態度與品牌忠誠類型之關連性。國立台灣大學心理學研究所碩士論文。
李天蛟 (2000)。世代別於品牌個性認知與品牌關係型態差異性之研究：產品類別與自我形象干擾效果之探討，元智大學管理研究所碩士論文。
紀慧琪(2004)。體驗模組與品牌權益關係之研究-以統一星巴克為例。中國文化大學國際企業所碩士論文。
郭李靖(2003)。人格特質與品牌個性對品牌偏好的影響。國立交通大學管理科學研究所碩士論文。
陳蕙卿 (2003)。品牌個性契合度與產品互補性對品牌聯盟成效之影響。真理大學管理科學研究所之碩士論文。
黃慶源(2002)。現代書局之體驗行銷策略—以大高雄誠品書局為例，樹德科技大學學報，第四卷，第二期。
黃宗基(2003)。行動電話手機品牌忠誠度之研究。淡江大學管理科學研究所碩士論文。
楊琬琪(2008)。體驗行銷、品牌權益與品牌忠誠度影響關係之研究-以溫泉旅館為例。International Journal of LISREL，Vol.1 No.2, PP.49~65。
吳美貞(2006)。網路零售品牌消費經驗之研究-跨國性台日比較。Journal of e-Business，第八卷，第一期。
林隆儀，鄭羽廷(2008)。人格特質、品牌個性與品牌忠誠度的關係之研究-以玩具及電玩購買者為例。真理大學管理科學研究所論文。
成敏華(2006)。由品牌體驗觀點探討如何建立品牌關係之研究-以連鎖咖啡店為例。國立交通大學博士論文。

二、英文部分
Assael, Henry(1987).Consumer Behavior and Marketing, Action (3thed.).Boston:Kent.
Aaker, David A (1991).Managing Brand Equity. The Free Press.
Assael, H., (1993).Marketing Principles and Strategy, (2E.).The Dryden Press.
Aaker, D. A. (1995). Building Strong Brand, New York: The Free Press.
Aaker, D. A., Building Strong Brand, NY: The Free Press, 1996.
Aaker, J. L., Dimension of Brand Personality, Journal of Marketing Research, 1997, Volume 34, 347-356.
Aaker, D. A. and Joachimsthaler, E. (2000). Brand leadership, New York: The Free Press.
Armstrong, G., & Kotler, P. (2005), Marketing: an introduction, 7th Ed, Prentice Hall:NY.
Baldinger, A. L. and J. Rubinson, (1996). Brand Loyalty: The Link between Attitude and Behavior, Journal of Advertising Research, Volume 36, Issue 6, 22-34.
Bennett R. and S. Rundle-Thiele, (2002) Attitudinal Loyalty-Personality Trait or Brand Specific? Visionary Marketing for the 21, 97-101.
Berry, L.,Carbone, L. and Haeckel, S (2002).Managing the total customer experience, MIT Sloan Management Review, Vol. 43, No. 3, pp.85-89.
Belk, R.W. (1988), Possessions and the Extended Itself, Journal of Consumer Research, 15(Sep): 139-168.
Biel, A.L. (1993), Converting Images into Equity, in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, Aaker, D.A. and A.L. Biel, eds., Iowa City: Lawrence Erbaum Associates, Inc., pp.67-82.
Blackston, M. (1993), Beyond Brand Personality: Building Brand Relationships, in Brand Equity and Advertising’s Role in Building Strong Brands, in Aaker, D.A. and A.L. Biel, Hillsdale, NJ: Erlbaum, pp.113-124.
Brown, G. H. （1952）. Brand Loyalty-Fact or Fiction?, Advertising Age, 23(19),53-55.
Brakus, J Josko, Brend H.Schmitt, and Shi Zhang(2008), Experiential Attributes and Consumer Judgments, in Handbbod on Brand and Experience Management , Bernd H. Schmitt and David Rogers, eds. Northampton, MA: Edward Elgr.
Cattell, R. B., “The Description of Personality: Basic Traits Resolved into Clusters,＂ Journal of Abnormal and Social Psychology, 1943, Volume 58, 69-90
Chaudhuri, A. and M. B. Holbrook, (2001) “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Volume 65, Issue 2, 81-93.
Chaudhuri, A. （1999）. Does brand loyalty mediate brand equity outcomes, Journal of Marketing Theory & Practice, 7(2), 136-146.
Chauduri,A.,“Consumption Emotion and Perceived Risk: A Macro-Analytic Approach”,Journal of Business Research , 39, 2, pp. 81-92, 1997.
Cunningham, Ross M. （1956）. Brand Loyalty - what, where, how much？ Harvard Business Review, 34, 116-128.
C. Flavian, M.Guinaliu, R Gurrea(2005), The influence of familiarity and usability on loyalty to online journalistic services: The role of use experience, Journal of Retailing and Consumer Service 13,363-375.
Day, G. S., (1996)A Two-Dimensional Concept to Brand Loyalty, Journal of Advertising, Volume 30, Issue 9, 29-35.
Dick, A. and K. Basu, (1994). Customer Loyalty: Towards an Integrated Framework, Journal of the Academy of Marketing Science, Volume 22, Issue 2, 99-113.
Doyle, P., (1990) Building Successful Brands: The Strategic Options, Journal of Consumer Marketing, Volume 7, Issue 2, 5-20.
Eisman, R., Building Brand Loyalty, (1990) Incentive, Rinehart & Winston Inc., New York: Holt
Graeff, T. R. (1996), Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations, Journal of Consumer Marketing, 13 (3), 4-18.
Groth, J. C. and Stephen W. McDaniel, (1993) The Exclusive Value Principle,” Journal of Consumer Marketing, Volume 10, Issue 1, pp.10-16.
Grossman, G., “Carefully Crafted Identity Can Build Brand Equity”, The Public Relations Journal , 50, pp. 18-21, Oct/Nov 1994.
Grossman, R. P., “ Developing and Managing Effective Consumer Relationship”, Journal of product and Brand Management, 7, pp.27-40, 1998.
Govers, P. C. M. and J. P. L. Schoormans, (2005) Product Personality and Its Influence on Consumer Preference, Journal of Consumer Marketing, Volume 22, Issue 4, 189-197.
Inman, J. J., “ The Role of Sensory-Specific Satiety in Attribute-Level Variety Seeking,”
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management, New York: John Wiley & Sons.
J. Josk Brakus, Bernd H. Schmitt,& Lia Zarantonello (2009). Brand Experience:What is it ? How is it measured? Does it affect Loyalty?, Journal of Marketing Vol.73,52-68.
Keller, K.L. Building Customer-Based Brand Equity, Marketing Management, 10, pp.14-19, 2001.
Kotler, P., (1999). Kotler on Marketing, NY: 1st ed., Big Apple Tuttle Mori Agency: The Free Press.
Kotler, P. & G. Armstrong, (2002). Principle of Marketing, New Jersey: 4 ed., Pearson Education LTD.
Kotler P. & K. L. Keller, (2005), Marketing Management 12E, New Jersey: Prentice Hall.
Kumar, R., A. Luthra. and G. Datta, (2006). Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context, South Asian Journal of Management, Volume 13, Issue 2, 11-35.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer- Based Brand Equity, Journal of Marketing, 57, 1-22.
Kotler P. and K. L. Keller, (2005).Marketing Management 12E, New Jersey: Prentice Hall.
Karande, K., G. M. Zinkhan, and A. B. Lum, (1997). Brand Personality and Self Concept: A replication and extension, American Marketing Association Summer Conference, Volume 8, 165-171.
Laar and Berg-Weitzel (2001), “Brand Perception on the Internet”, Design Management Journal, Vol. 12, p. 55-60.
Levy, S. J., (1959). Symbols for Sales, Harvard Business Review, Volume 37, Issue 4, 117-124.
Lee, J., Lee, J., and Feick, L. (2001), The impact of switching costs on the consumer satisfaction-loyalty link: mobile phone service in France, The Journal of Services Marketing, Vol.15, No.1, 35-44.
L. Dube, M. Cervellon and H. Jingyuan, (2003). Should consumer attitudes be reduced to their affective and cognitive bases? Validation of a hierarchical model, International Journal of Research in Marketing 20(3),pp. 259–272.
Matzler K., S. Bidmon and S. Grabner-Kräuter, 2006, “Individual Determinants of Brand Affect: the Role of the Personality Traits of Extraversion and Openness to Experience,” The Journal of Product and Brand Management, Volume 15, Issue 7, 427-434.
Malhotra, N.K(1981), A scale to measure self-concepts, person concepts, and product concepts, Journal of Marketing Research,Vol18(4), p.456-464.
Mengxia, Z., (2007). Impact of Brand Personality on PALI: A Comparative Research between Two Different Brands, International Management Review, Marietta, Volume 3, Issue 3, 36-46.
Milewicz, J. and P. Herbig, (1994). Evaluating the Brand Extension Decision Using a Model of Reputation Building, Journal of Product and Brand Management, Volume 3, Issue 1, 39-47.
Muniz, A. M. and Guinn, T. C., “ Brand Community”, Journal of Consumer Research, 27, pp.412-432, 2001.
Neil, J (2003), When is a Brand Experience not a Brand Experience? Event, pp8
Norton (2003), “Toward Meaningful Brand Experiences”, Design Management Journal, Vol.14, p. 19-25.
Oliver, Richard L(1999), Whence Consumer Loyalty Journal of Marketing, vol.63
Onkvisit, S., and Shaw, J. (1987), Self concept and image congruence: some research and managerial implications, Journal of Consumer Behavior, Vol4(1), p.13-23.
O’Neill, Palmer, and Charters (2002), “Wine Production as a Service Experience—the Effects of Service Quality on Wine Sales”, Journal of Service Marketing, Vol. 16, No. 4, p.342-362.
Pine Ⅱ, B. J., and Gilmorec, J. H. (1999), The experience economy: Work is theatre andevery business a stage. Boston: Harvard Business School Press.
Plummer, J. T. (1985). How Personality Makes a Difference, Journal of Advertising Research, .24 (6), 27-31.
Phau, I. and K. C. Lau, “Conceptualising Brand Personality: A Review and Research Propositions,” Journal of Targeting, Measurement and Analysis for Marketing, 2000, Volume 9, Issue 1, 52-69.
Reinartz, Werner and V. Kumar, (2002) The Mismanagement of Customer Loyalty, Harvard Business Review, July, 86-94.
Robin,J,.(2001). Brand Identity Becomes Brand Experience, World Tobacco, 184, pp.10.
Rebekah Bennetta,charmine E.J. Hartel, Janet R.McColl-Kennedy(2005),Experience asa moderator of involvement and satisfaction on brand loyalty in a business-to-business settion.Industral Marketing Management 34,97-107.
Robertson, T.S.(1984), Consumer Behavior, Glenview III: Scott,Foresman,PP63-64.
Schmitt, B., (1999a), Experiential marketing, New York: Free Press.
Schmitt, B., (1999b), Experiential marketing, Journal of Marketing Management,15(3), pp.53-67.
Schiffman, L. G. and L. L. Kanuk, , Consumer Behavior, 7E, 2000, Prentice Hall Inc.
Sharon .M. Frederice. G.C.(2007),Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management 14, pp410-421.
Shaun Smith, Joy Wheeler (2003), Managing the customer experience:turning customerstion advocates, Harvard Business Review,
Sirgy, M.J. (1982), Self-concept in Consumer Behavior: A Critical Review, Journal of Consumer Research, 9: 287-300.
Zaichkowsky, J. L., 1985, Measuring the Involvement Construct, Journal of Consumer Research, Vol. 12, No.3, pp.341-pp.352.



三、網路部份
資策會(2009)，2009年第三季資訊硬體產業回顧與展望，。 http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091130006
資策會(2009)，2009年第四季大中華筆記型電腦產業產銷暨重要趨勢分析要。
http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091201007
資策會(2009)，2009年第四季大中華筆記型電腦產業產銷動態瞭望http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091106011
資策會(2009)，2009年下半年全球筆記型電腦市場展望，。http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC2009082101