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研究生:李嘉容
研究生(外文):LI, CHIA-JUNG
論文名稱:品牌關係品質對於品牌依附的影響研究
論文名稱(外文):A Study on the Influence of Brand Relationship Quality on Brand Attachment
指導教授:楊濱燦楊濱燦引用關係
指導教授(外文):BIN-TSANN, YANG
口試委員:楊濱燦林國棟李嫺柔樊學良
口試委員(外文):BIN-TSANN, YANGLIN,KUO-DUNGLEE,SHIAN-ROUFAN,HSUEH-LIANG
口試日期:2021-01-19
學位類別:碩士
校院名稱:輔仁大學
系所名稱:品牌與時尚經營管理碩士學位學程
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2022
畢業學年度:109
語文別:英文
論文頁數:69
中文關鍵詞:關係品質品牌依附
外文關鍵詞:Relationship QualityBrand Attachment
相關次數:
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Nowadays, the consumption mode has changed from the function-oriented of the product to the requirement of whether the service meets personal taste and impresses the customer. More and more brands establish a good relationship with customers by using relationship marketing methods in order to reduce the customers' uncertainty in transactions. Brand attachment is of strong motivation and behavioral implications, which will encourage customers to devote more cognition, emotion, and behavioral resources to the brand. Besides, customers are willing to make a commitment to, defend, and maintain their relationships with the brand (Park et al., 2010; Thomson et al., 2005). When consumers trust the services provided by the brand and attach themselves to it, they will make a purchase and generate loyalty to the brand, which can help the company attract more customers. Therefore, "relationship quality" and "brand attachment" play an important role in branding and marketing. The purpose of this study is: Explore the relationship between relationship quality and brand attachment. A total of 351online questionnaires were collected for this study. All analyses are performed by SPSSAU and IBM SPSS Amos. The results show:
(1) Passionate attachment of relationship quality has positive influence on brand attachment.
(2) Partner quality of relationship quality has positive influence on brand attachment.
(3) Trust of relationship quality has positive influence on brand attachment.

Nowadays, the consumption mode has changed from the function-oriented of the product to the requirement of whether the service meets personal taste and impresses the customer. More and more brands establish a good relationship with customers by using relationship marketing methods in order to reduce the customers' uncertainty in transactions. Brand attachment is of strong motivation and behavioral implications, which will encourage customers to devote more cognition, emotion, and behavioral resources to the brand. Besides, customers are willing to make a commitment to, defend, and maintain their relationships with the brand (Park et al., 2010; Thomson et al., 2005). When consumers trust the services provided by the brand and attach themselves to it, they will make a purchase and generate loyalty to the brand, which can help the company attract more customers. Therefore, "relationship quality" and "brand attachment" play an important role in branding and marketing. The purpose of this study is: Explore the relationship between relationship quality and brand attachment. A total of 351online questionnaires were collected for this study. All analyses are performed by SPSSAU and IBM SPSS Amos. The results show:
(1) Passionate attachment of relationship quality has positive influence on brand attachment.
(2) Partner quality of relationship quality has positive influence on brand attachment.
(3) Trust of relationship quality has positive influence on brand attachment.

Abstract............................................................................................................i
Acknowledgements....................................................................................... iii
List of tables...................................................................................................vi
List of Figures...............................................................................................vii
Chapter1 Introduction...................................................................................1
1.1 Research Background.............................................................................1
1.2 Research purpose ...................................................................................3
1.3 Research framework...............................................................................4
Chapter 2 Literature Review ........................................................................5
2.1 Relationship quality................................................................................5
2.2 Brand attachment .................................................................................11
Chapter 3 Research method........................................................................18
3.1 Research hypothesis .............................................................................18
3.2. Operational definition and measurement instrument of variables......20
3.3 Research sample and data collection...................................................23
3.4 Data analysis........................................................................................25
Chapter 4 Research Result........................................................................28
4.1 Descriptive Analysis............................................................................28
4.2 Validity Analysis...................................................................................31
4.3 Correlation Analysis.............................................................................37
4.4 Structural Equation Modeling (SEM) ..................................................41
Chapter 5 Conclusion and Suggestion .......................................................45
5.1 Research Result....................................................................................45
5.2 Suggestion ............................................................................................50
Reference....................................................................................................... 53
Appendix ....................................................................................................... 64

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