政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/99526
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113303/144284 (79%)
造访人次 : 50816829      在线人数 : 802
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/99526


    题名: 品牌自我概念一致性類型對於品牌態度與品牌情感依附的影響—時尚產業位階的干擾效果
    The Impact of Brand Self-Congruence on Brand Attitude and Emotional Brand Attachment: The Moderating Effect of Fashion Hierarchy
    作者: 王瑾容
    WANG, Chin-Jung
    贡献者: 邱志聖　
    王瑾容
    WANG, Chin-Jung
    关键词: 品牌個性
    自我概念一致性
    品牌態度
    品牌情感依附
    Brand Personality
    Self-Congruence
    Brand Attitude
    Emotional Brand Attachment
    日期: 2016
    上传时间: 2016-08-02 15:51:16 (UTC+8)
    摘要: 行銷上，我們可以看到有許多品牌透過與消費者建立關係，來創造其與消費者之間更緊密的連結。這種策略的其中一種做法，便是為品牌塑造一種個性，使品牌與消費者之間建立關聯。而品牌個性的概念乃是基於消費者對於品牌的知覺，將人類的性格與特質加諸在該品牌上。消費者傾向透過在品牌當中尋求自我表達的功能，因此如果個人能夠認同該品牌，將會經驗較高程度的自我概念一致性，從而正向影響他對該品牌在理性和感性上的評估。
    時尚產業的服飾、配件等主要產品具有外顯的性質，在消費者使用這些產品的時候，得以藉此表達自我的形象、特質，因此，在時尚產業的行銷當中，品牌與消費者的自我概念一致性被視為扮演重要的角色。然而，時尚產業當中不同的產業位階，如傳統精品、快速時尚，兩者即有諸多面向的不同，在不同位階之間，究竟品牌應塑造與其目標客群在真實自我，或是理想自我上的一致性，才能成功創造消費者對品牌較好的態度，甚至產生情感依附呢？
    本研究旨在分析品牌個性與消費者的真實與理性自我概念一致性在傳統精品、快速時尚品牌之間，是否存有適用性上的差異。研究首先回顧過去相關研究之文獻，了解品牌自我概念領域的研究進程，並探討自我概念一致性類型、時尚產業位階之間的特性，以及消費者在理性與感性上評估品牌的指標。接著訂定研究方向，以人物個性和品牌個性共同組成真實、理想自我一致性的不同情境，從而探討當品牌在提升消費者品牌態度與品牌情感依附時，在傳統精品和快速時尚之情形下，品牌自我概念一致性的適用性各自為何。
    本項研究實驗採用情境故事法進行，並以2（人物個性：真實外向理想內向、真實內向理想外向）x 2（品牌個性：外向、內向）x 2（時尚產業位階：傳統精品、快速時尚）的二因子實驗設計，將實驗總共分成八組。
    本研究發現，不同的時尚產業位階在真實、理想自我概念一致性並無顯著適用性的差異，反而在整體而言，皆以真實自我概念一致性對於品牌情感依附具有顯著較好的影響。
    因此，對於時尚產業之行銷規劃上，無論傳統精品或快速時尚，皆應以其目標客群之真實自我為其設計品牌個性之主要依據，並強調品牌貼近、表達，並能體現消費者之真實狀態與價值，從而成功提升消費者對品牌之情感依附，加深消費者與品牌之心理層面連結。
    In today’s marketing world, it is commonly seen that certain brands are trying to build up relationships with their consumers in order to create a stronger connection with them. Among the many tactics of this strategy is to match the brand’s personality with that of the consumers’, in turn generating a linkage in between. The concept of brand personality is to have the brand endowed with a personality which is usually found in humans. A consumer tends to seek and pursue within the brand the function of self-expression, since if a consumer can identify with the brand, he will experience a higher level of self-congruence, which then leads to positive impacts on his perception and evaluation of that same brand.
    The conspicuousness of apparels in the fashion industry implies the fact that consumers use these products as a means to express their self-images and personality traits. Therefore, brand self-congruence plays an important role in the marketing of such an industry. Nevertheless, since characteristics vary greatly within the fashion industry due to the existing hierarchy among brands, there remains the question whether a fashion brand should create a personality to fit the actual or ideal self-congruence of its target audience to successfully generate better brand attitude and even form stronger relationships as emotional brand attachment.
    The objective of this study is accordingly to analyze whether the application of actual and ideal self-congruence differs within the fashion industry. The study first reviews previous literatures related to the topic to understand the progress having been made to date, and researches on the topic of types of self-congruence, the fashion industry, and the predictors of consumer evaluation of brands. The study then moves on to setting the conceptual framework, where scenarios were designed to understand the application of actual and ideal self-congruence of luxury fashion and fast fashion.
    The study adopts a scenario approach to manipulate self-congruence, and has a 2 (personality of the person: actually extrovert-ideally introvert vs. actually introvert-ideally extravert) x 2 (brand personality: extravert vs. introvert) x 2 (fashion industry: luxury fashion vs. fast fashion) between-subjects full factorial design, generating eight experimental conditions.
    The study found no significant difference between luxury and fast fashion in terms of the application of two self-congruence types. In contrast, a generally better influence is seen for the actual self-congruence in generating consumer emotional brand attachment.
    Therefore, the study attempted to suggest that actual self-congruence should be used to build brand personality both for luxury fashion and fast fashion through expressing and performing consumers’ authentic self and value, so as to successfully increase emotional brand attachment which in turn deepens the psychological connection.
    參考文獻: 英文部分
    • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347.
    • Aaker, J. L. (n.d.). The malleable self: The role of self-expression in persuasion. SSRN Electronic Journal.
    • Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203–214.
    • Akçura, M. T., Gönül, F. F., & Petrova, E. (2004). Consumer learning and brand valuation: An application on over-the-counter drugs. Marketing Science, 23(1), 156–169.
    • Alba, J. W., & Marmorstein, H. (1987). The effects of frequency knowledge on consumer decision making. Journal of Consumer Research, 14(1), 14.
    • Allérès, D. (1998). La propriété intellectuelle dans l’univers du luxe. Réseaux, 16(88), 139–150.
    • Aron, A., Steele, J. L., Kashdan, T. B., & Perez, M. (2006). When similars do not attract: Tests of a prediction from the self-expansion model. Personal Relationships, 13(4), 387–396.
    • Assael, H. (1987). Consumer behavior and marketing action (3rd ed.). Boston, MA: Kent Pub. Co.
    • Ball, A. D., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1(2), 155–172.
    • Bao, J. Y. E., & Sweeney, J. C. (2009). Comparing factor analytical and circumplex models of brand personality in brand positioning. Psychology and Marketing, 26(10), 927–949.
    • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139.
    • Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856.
    • Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20(1), 165–173.
    • Casidy Mulyanegara, R., & Tsarenko, Y. (2009). Predicting brand preferences. Journal of Fashion Marketing and Management: An International Journal, 13(3), 358–371.
    • Chaplin, L. N., & Roedder John, D. (2005). The development of Self‐Brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119–129.
    • Collins, N. L. (1996). Working models of attachment: Implications for explanation, emotion, and behavior. Journal of Personality and Social Psychology, 71(4), 810–832.
    • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
    • De Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining A “brand”: Beyond the literature with experts’ interpretations. Journal of Marketing Management, 14(5), 417–443.
    • Ditto, P. H., & Lopez, D. F. (1992). Motivated skepticism: Use of differential decision criteria for preferred and nonpreferred conclusions. Journal of Personality and Social Psychology, 63(4), 568–584.
    • Djelic, M.-L., & Ainamo, A. (1999). The Coevolution of new organizational forms in the fashion industry: A historical and comparative study of France, Italy, and the United States. Organization Science, 10(5), 622–637.
    • Dolich, I. J. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6(1), 80.
    • Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35–44.
    • Edson Escalas, J. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168–180.
    • Erickson, R. J. (1995). The importance of authenticity for self and society. Symbolic Interaction, 18(2), 121–144.
    • Fernie, J., Moore, C., Lawrie, A., & Hallsworth, A. (1997). The internationalization of the high fashion brand: The case of central London. Journal of Product & Brand Management, 6(3), 151–162.
    • Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140.
    • Finch, J. (1987). The vignette technique in survey research. Sociology, 21(1), 105–114.
    • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–353.
    • Freling, T. H., & Forbes, L. P. (2005). An examination of brand personality through methodological triangulation. Journal of Brand Management, 13(2), 148–162.
    • Garretson, J. A., Fisher, D., & Burton, S. (2002). Antecedents of private label attitude and national brand promotion attitude: Similarities and differences. Journal of Retailing, 78(2), 91–99.
    • Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.
    • Gilbert, D. T., Giesler, R. B., & Morris, K. A. (1995). When comparisons arise. Journal of Personality and Social Psychology, 69(2), 227–236.
    • Goldsmith, R. E. (2002). Explaining and predicting consumer intention to purchase over the Internet: An exploratory study. Journal of Marketing Theory and Practice, 10(2), 22–28.
    • Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105–119.
    • Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(4), 22.
    • Hankinson, G. (2004). The brand images of tourism destinations: A study of the saliency of organic images. Journal of Product & Brand Management, 13(1), 6–14.
    • Harris, E. G., & Fleming, D. E. (2005). Assessing the human element in service personality formation: Personality congruency and the Five factor model. Journal of Services Marketing, 19(4), 187–198.
    • Harter, & Susan (2002). Authenticity. Handbook of Positive Psychology
    • Heider, F. (1946). Attitudes and cognitive organization. The Journal of Psychology, 21(1), 107–112.
    • Heine, K. (2010). The Luxury Brand Personality Traits. Thought Leaders International conference in Brand Management
    • Heffetz, O. (2004). Conspicuous consumption and the visibility of consumer expenditures. Department of Economics, Princeton University.
    • Higgins, E. T. (1987). Self-discrepancy: A theory relating self and affect. Psychological Review, 94(3), 319–340.
    • Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention and behavior: An introduction to theory and research. Contemporary Sociology, 6(2), 244.
    • Hill, D. (2010). Emotionomics: Leveraging emotions for business success. Kogan Page Publishers.
    • Hunter, M., & Page, T. N. (2012, July 14). What’s with all the hype – a look at aspirational marketing. Retrieved July 17, 2016, from http://www.tnp.no/norway/global/3059-whats-with-all-the-hype-a-look-at-aspirational-marketing
    • Joy, C. (2014, November 17). Recent posts. Retrieved July 17, 2016, from https://charlottejoy17.wordpress.com/category/fashion-hierarchy/
    • Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory: The Journal of Dress, Body & Culture, 16(3), 273–296.
    • Kleine, S. S., & Baker, S. M. (2004). An integrative review of material possession attachment. Academy of Marketing Science Review, 2004, 1.
    • Kotler, P. (2000). Marketing Management, Prentice-Hall, New York, NY.
    • Kassarjian, H. H., & Robertson, T. S. (1990). Handbook of consumer behaviour. United Kingdom: Prentice-Hall.
    • Lankford, S. V., & Howard, D. R. (1994). Developing a tourism impact attitude scale. Annals of Tourism Research, 21(1), 121–139.
    • Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology and Marketing, 24(5), 421–444.
    • Lazzari, R., Fioravanti, M., & Gough, H. G. (1978). A new scale for the adjective check list based on self vs. Ideal-self discrepancies. Journal of Clinical Psychology, 34(2), 361–365.
    • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922–937.
    • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52.
    • Markus, H. (1987). The dynamic self-concept: A social psychological perspective. Annual Review of Psychology, 38(1), 299–337.
    • McDonagh, D. (2005). Product personality: Pascalle C. M. Govers. The Design Journal, 8(2), 60–61.
    • McIntyre, S. H., & Miller, C. M. (1992). Social utility and fashion behavior. Marketing Letters, 3(4), 371–382.
    • Mikulincer, M. (1998). Attachment working models and the sense of trust: An exploration of interaction goals and affect regulation. Journal of Personality and Social Psychology, 74(5), 1209–1224.
    • Mikulincer, M., & Shaver, P. R. (2007). Attachment in adulthood: Structure, dynamics, and change. New York: Guilford Publications.
    • Mittal, B. (2006). I, me, and mine—how products become consumers’ extended selves. Journal of Consumer Behaviour, 5(6), 550–562.
    • Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61–68.
    • Okonkwo, U. (2007). Luxury fashion Branding: Trends, tactics, techniques. Basingstoke: Palgrave Macmillan.
    • Park, C. W., MacInnis, D. J., & Priester, J. (2008). Brand attachment: constructs, consequences and causes. Now Publishers Inc.
    • Park, C. W., Priester, J. R., MacInnis, D. J., & Wan, Z. (2009). The connection-prominence attachment model (CPAM). Handbook of brand relationships, 327-341.
    • Petty, R. E., Briñol, P., & DeMarree, K. G. (2007). The Meta–Cognitive model (MCM) of attitudes: Implications for attitude measurement, change, and strength. Social Cognition, 25(5), 657–686.
    • Petty, R. E., Haugtvedt, C. P., & Smith, S. M. (1995). Elaboration as a determinant of attitude strength: Creating attitudes that are persistent, resistant, and predictive of behavior. Attitude strength: Antecedents and consequences, 4, 93-130.
    • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer New York.
    • Piacentini, M., & Mailer, G. (2004). Symbolic consumption in teenagers’ clothing choices. Journal of Consumer Behaviour, 3(3), 251–262.
    • Priester, J. R., Nayakankuppam, D., Fleming, M. A., & Godek, J. (2004). The A 2 SC 2 model: The influence of attitudes and attitude strength on consideration and choice. Journal of Consumer Research, 30(4), 574–587.
    • Rambourg, E. (2014). The Bling dynasty: Why the reign of Chinese luxury shoppers has only just begun. United States: John Wiley & Sons.
    • Reichheld, J. ., Chaubet, N., Shen, W. H., Renaudin, J. ., & Gigot, C. (1996). Multiple a-type cyclins express sequentially during the cell cycle in Nicotiana tabacum BY2 cells. Proceedings of the National Academy of Sciences, 93(24), 13819–13824.
    • Rosenberg, M., & Rosenberg, J. (1979). Conceiving the self. New York: Basic Books.
    • Schiffman, L. G., & Kanuk, L. L. L. (1994). Consumer behavior (5th ed.). United States: Pearson Education (US).
    • Sedikides, C., & Strube, M. J. (1997). Self-evaluation: To thine own self be good, to thine own self be sure, to thine own self be true, and to thine own self be better. Advances in experimental social psychology, 29, 209-269.
    • Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43.
    • Shimp, T. A. (2009). Integrated marketing communications in advertising and promotion (8th ed.). United States: South-Western.
    • Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287.
    • Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206.
    • James H. Gilmore and B. Joseph Pine II. (2009). Authenticity: What consumers really wantJournal of Product Innovation Management, 26(3), 355–356.
    • Summers, T. A., Belleau, B. D., & Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management: An International Journal, 10(4), 405–419.
    • Swann, W. B., & Read, S. J. (1981). Self-verification processes: How we sustain our self-conceptions. Journal of Experimental Social Psychology, 17(4), 351–372.
    • Swarm Jr, W. B. (1983). Self-verification: Bringing social reality into harmony with the self. Social Psychological Perspectives on the Self, 2, 33-66.
    • Taplin, I.M. (1999). Continuity and change in the US apparel industry: A statistical profile. Journal of Fashion Marketing and Management 3(4), 360–368.
    • Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, 15 (1), 77–91
    • Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional Branding and the strategic value of the Doppelgänger brand image. Journal of Marketing, 70(1), 50–64.
    • User. (2015, December 16). Luxury VS fast fashion: Live battle or blurred lines? - luxury society - analysis. Retrieved July 17, 2016, from http://luxurysociety.com/articles/2015/12/luxury-vs-fast-fashion-live-battle-or-blurred-lines
    • Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of Two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.
    • Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review
    • Weber, A. L., Introduction to Psychology, (1991). New York: Harper Ccollin College.
    • Wee, T. T. T. (2004). Extending human personality to brands: the stability factor. The Journal of Brand Management, 11(4), 317-330.
    • Wilkie, William (1986). Consumer Behavior. New York: John Wiley & Sons, Inc.
    • YINYIN, W. (2011). Consumer Behavior Characteristics in Fast Fashion.

    中文部分
    • 邱志聖. (2010). 策略行銷分析：架構與實務應用 三版 智勝文化
    • 邱志聖. (2012). 行銷研究 實務與理論應用 三版 智勝文化
    • 吳統雄. (1985). 態度與行為研究的信度與效度:理論、應用、反省 民意學術專刊
    • 陳澤義, & 盧葦蓁. (2006). 透過品牌要素, 廣告代言人形成品牌態度之研究: 以少淑女流行服飾業為例. 東吳經濟商學學報,(55), 35-68.
    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    104351004
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104351004
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    100401.pdf2132KbAdobe PDF2215检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈