品牌社群與消費者自我一致性之關係

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Title:	品牌社群與消費者自我一致性之關係 The Relationship of Brand Community and the Self-Congruence of Consumer
Authors:	余億盈
Contributors:	商學院
Keywords:	品牌社群真實自我一致性理想自我一致性 Brand Community Actual Self-Congruence Ideal Self-Congruence
Date:	2014-09
Issue Date:	2016-10-24 13:46:46 (UTC+8)
Abstract:	為了使品牌深植於消費者心中，企業必須採取積極的方法，而建立品牌社群即為一種強化品牌的方式。本研究透過不同的品牌社群型態，探討何種類型的品牌社群，能使消費者留下更深刻的印象。因此，透過實體及網路問卷，共收集356位參與品牌社群的消費者作為研究樣本。實證結果顯示，本研究在控制產品涉入和公眾自我意識的條件下，小團體品牌社群和網絡品牌社群，都會正向影響消費者的真實自我一致性，但是，小團體品牌社群無法影響消費者的理想自我一致性。本研究結果提供企業許多重要之理論意涵和管理含意。 In order to make the brand deeply rooted in the minds of consumers, companies must take a proactive approach, and the establishment of a brand community is the way to strengthen their brand. In this study, through different types of brand community, exploring what type of brand communities, enabling consumers to leave a deeper impression. Therefore, through entities and Internet questionnaires, 356 were collected from the community to participate in the brand to consumers as samples. The empirical results show that the study of product involvement and public awareness of the condition, small groups and online brand communities, will be a positive impact on consumer's self-consistency, however, a small group brand community can not influence consumer ideal self-congruence. The results of the study provide a number of important business implications of the theory and management implications.
Relation:	文大商管學報； 19卷2期 (2014 / 09 / 01) ， P127 - 149
Appears in Collections:	[College of Business Administration] Business Review

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