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研究生:阮國軍
研究生(外文):NGUYEN QUOC TUAN 
論文名稱(外文):Brand Forgiveness? Investigate form Self-Image and Brand Relationship Quality
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:寇敦智顧萱萱
口試委員(外文):KOU, TUN-CHIHKU, HSUAN-HSUAN
口試日期:2021-12-03
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:116
外文關鍵詞:Emotional ValenceBrand CongruenceBrand Relationship Quality (BRQ)Repurchase IntentionsBrand Attitude StrengthBrand ForgivenessBrand ManagementService Failure
相關次數:
  • 被引用被引用:0
  • 點閱點閱:28
  • 評分評分:
  • 下載下載:5
  • 收藏至我的研究室書目清單書目收藏:0
Purpose - Existing forgiveness research has gained a lot of attention in the realm of psychology. In the business, however, there is little knowledge regarding forgiveness. The goal of this article is to examine how the brand connection influences the tactics and influencing variables of brand forgiveness from a business aspect following service failures in order to address this ambiguity. In addition, the purpose of this paper is to analyse the difficulties and opportunities that a brand relationship quality dealing with. An analytical mix of empirical investigations as well as literature on branding, trust repair after unfavourable exposure, and customer forgiveness is undertaken to construct a precise model on how brand connection influences brand forgiveness.
Design/Methodology/Approach – In order to ensure adequate evidence for the analytical component, this study will use a quantitative approach as a method of analysis to explore and gain a greater understanding of brand self-congruity and emotional valence and how they relate to brand relationship efficiency and brand forgiveness. The experimental data is gathered through participant observation with citizens in Taiwan and diverse nations, as well as through the use of questionnaires. Inductive and abductive analysis methods were used in this study.
Findings - A organization that executes its branding operations well will develop a more positive brand recognition, which will have a major influence on brand connection, as a result, upon that forgive tactics used by businesses in the event of customer dissatisfaction. According to this study, a strong brand-consumer engagement enhances customers' desire for brand forgiveness.
Research Limitations and Implications - Due to the obvious limitations of my analysis, the empirical results must be evaluated in a comprehensive study with a broad sample size within Taiwan's regions before being generalized. In order to generalize the results from an international viewpoint, they must be examined in various regions contexts to see whether there are any parallels. According to this study, obtaining forgiveness from a closely associated brand is comparable to obtaining forgiveness from a good friend. It provides practitioners with guidance on how to achieve brand forgiveness within the context of brand relationship quality in the self-congruity and brand congruence environment. This study suggests that practitioners should concentrate on improving the consistency of close brand relationships because it can impact possitively on a company's forgiveness tactics in the event of service failures.



ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF FIGURES VII
LIST OF TABLE VIII
CHAPTER ONE INTRODUCTION 1
1.1 BACKGROUND 1
1.2 MOTIVATION AND PURPOSE 3
1.3 CONCEPTUAL FRAMEWORK 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 SELF-BRAND CONGRUITY 5
2.1.1. Definition of Self-Brand Congruity 5
2.1.2. Theory and Related Studies 6
2.2 EMOTIONAL VALENCE 7
2.2.1 Definition of Emotional Valence 7
2.2.2 Theory and Related Studies 9
2.3 BRAND RELATIONSHIP QUALITY 10
2.3.1 Definition of Brand Relationship Quality 10
2.3.2. Theory and Related Studies 12
2.4 BRAND ATTITUDE STRENGTH 14
2.4.1 Definition of Brand Attitude Strength 14
2.4.2. Theory and Related Studies 16
2.5 BRAND FORGIVENESS 17
2.5.1 Definition of Brand Forgiveness 17
2.5.2 Theory and Related Studies 18
2.5.3 The Psychological Concept of Forgiveness 20
2.6 REPURCHASE INTENTIONS 20
2.6.1 Definition of Repurchase Intention 20
2.6.2 Theory and Related Studies 22
CHAPTER THREE RESEARCH METHOD 25
3.1 METHOD 25
3.2 HYPOTHESIS 25
3.2.1 Measuring Self-brand congruity 27
3.2.2 Measuring Emotional valence 28
3.2.3 Measuring brand relationship quality 28
3.2.4 Measuring Brand Attitude Strength 29
3.2.5 Measuring Brand Forgiveness 30
3.2.6 Measuring Consumer’s Repurchase Intention 31
3.3 SAMPLING DESIGN AND PARTICIPANTS 41
3.3.1 Main Questionnaire 41
3.3.2 Procedure 42
CHAPTER FOUR DATA ANALYSIS 43
4.1 STATISTICAL ANALYSIS 43
4.2 DEMOGRAPHIC ANALYSIS 43
4.3 DESCRIPTIVE STATISTIC 45
4.4 RELIABILITY ANALYSIS AND FACTOR ANALYSIS 47
4.5 TESTING THE HYPOTHESIS 49
4.5.1 Structure of Models and Measuring Variables in LISREL 49
4.5.2. ESTIMATE OF RESULTS 53
4.5.2.1. Comparison Estimates of Observed Variables 53
4.5.2.2 Findings 56
CHAPTER FIVE CONCLUSIONS, SUGGESTIONS & LIMITATIONS 60
5.1 FINDINGS AND MANAGERIAL IMPLICATIONS 60
5.2 LIMITATIONS 67
REFERENCES 68
APPENDIX A 89
APPENDIX B 97

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