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研究生:陳立蓉
研究生(外文):Chen, Li-Rong
論文名稱:以公眾自我意識為干擾變數探討品牌個性與品牌情緒依附之關係
論文名稱(外文):The Moderating Effect of Public Self-Consciousness on the Relationship Between Brand Personality and Emotional Brand Attachment
指導教授:林少龍林少龍引用關係
指導教授(外文):Lin, Shao-Lung
口試委員:王國欽陳勇諺
口試委員(外文):Wang, Kuo-ChingChen, Yung-Yen
口試日期:2012-06-29
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:44
中文關鍵詞:品牌個性品牌情緒依附公眾自我意識
外文關鍵詞:brand personalityemotional brand attachmentpublic self-consciousness
相關次數:
  • 被引用被引用:1
  • 點閱點閱:418
  • 評分評分:
  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:3
本研究的主要目的在探討品牌個性、品牌情緒依附與公眾自我意識之關係。本研究採用問卷調查法,以一般消費者為研究樣本,共計採用24個品牌,每一品牌樣本數為35人,總共回收有效樣本643份。研究結果顯示,品牌個性會正向影響品牌情緒依附,而公眾自我意識會干擾品牌個性與品牌情緒依附的正向關係,即高公眾自我意識特質的消費者相對於低公眾自我意識特質的消費者而言,品牌個性更正向影響品牌情緒依附。本研究討論研究發現在理論及管理實務上的意涵,同時對於未來的研究方向提出建議。
The main purpose of this study is to examine the moderating effect of public self-consciousness on the relationship between brand personality and emotional brand attachment. Total 643 samples, consisting of the effective data, were collected by a survey from general consumer. Total 24 brands, and each brand was assigned to 35 consumers. The results indicated that brand personality positively affects emotional brand attachment. In addition, comparing to consumers with lower public self-consciousness, brand personality more positively affects emotional brand attach-ment for the consumers with higher public self-consciousness. This study discusses the implication for the theory and practices, and suggestions for the future study.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 2
  第三節  研究架構............... 4
第二章  文獻探討................. 5
  第一節  品牌情緒依附............. 5
  第二節  品牌個性............... 7
  第三節  自我概念一致性............ 8
  第四節  公眾自我意識............. 9
  第五節  研究假設............... 10
第三章  研究方法................. 13
  第一節  研究樣本............... 13
  第二節  變數的衡量.............. 15
  第三節  資料分析............... 16
第四章  實證結果................. 19
  第一節  樣本結構............... 19
  第二節  信度與效度分析............ 19
  第三節  相關分析............... 22
  第四節  假設檢定............... 23
第五章  結論與建議................ 26
  第一節  理論意涵............... 26
  第二節  管理意涵............... 28
  第三節  研究限制與建議............ 29
參考文獻 ..................... 31
附錄   問卷.................... 42

一、中文部分

2011年台灣全區消費者心目中理想品牌調查排行榜(2010, De-cember),管理雜誌,12(438),52-53。

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