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.
