政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/154570

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/154570

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题名:	探討品牌激進主義與真實性在泰國政治極化中的影響 Exploring the Impact of Brand Activism and Authenticity Amidst Thailand’s Political Polarization
作者:	吳水珠 Anurakputti, Vongploy
贡献者:	鄭怡卉 Cheng, I-Huei 吳水珠 Vongploy Anurakputti
关键词:	品牌行動主義感知真實性政治意識形態組織-公眾關係（OPR）泰國 brand activism perceived authenticity political ideology organization-public relationship (OPR) Thailand
日期:	2024
上传时间:	2024-12-02 11:22:13 (UTC+8)
摘要:	本研究探討品牌行動主義對組織-公眾關係（OPR）的影響，並以感知真實性作為中介，研究泰國政治極化環境中的品牌行動主義。本研究透過實驗設計，探討感知真實性如何中介品牌行動主義與OPR之間的關係，OPR包括信任、承諾和滿意度等面向。此外，本研究也探討政治意識形態與系統辯護，以及品牌立場與消費者政治意識形態的一致性，是否具調節中介效果，即調節品牌行動主義對感知真實性的的影響。研究結果顯示，不論政治保守程度、系統辯護或品牌立場與消費者意識形態的一致性如何，品牌表達立場皆能夠透過加強感知真實性來提升OPR。本研究擴展了品牌行動主義在泰國等政治波動市場中的研究，也為顯示品牌在政治議題的參與上，適當溝通策略有助建立信任公眾關係。 This study investigates the effects of brand activism on organization-public relationship (OPR) through perceived authenticity as a mediator in the context of Thailand’s politically polarized environment. Using an experimental design, this research explores how perceived authenticity mediates the relationship between brand activism and OPR represented by dimensions of trust, commitment, and satisfaction. Furthermore, this research explores whether political ideology and system justification interact with brand activism to influence the level of perceived authenticity, as well as whether the alignment between a brand’s stance and consumers’ own political ideology moderates the mediation effect. The results suggest that taking a stand can enhance the quality of OPR through the strengthened perceived authenticity, regardless of the level of conservativeness, system justification, or the alignment between a brand’s stance and consumers’ ideology. This research expands the study of brand activism into politically volatile markets like Thailand. The findings also offer insights for building trust and relationships with publics through appropriate communication strategies that highlight brands’ political engagement.
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描述:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 111461021
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