本研究目的在探討正面品牌經驗、自我品牌相關與消費者忠誠度以及消費者滿意度之關係。本研究採用問卷調查法，以大學生及研究生為研究樣本，有效回收樣本共計284 份(回收率94.6%) 。研究結果顯示正面品牌經驗會正向影響自我品牌相關、消費者忠誠度以及消費者滿意度；自我品牌相關會正向影響消費者忠誠度以及消費者滿意度。路徑分析的結果顯示正面品牌經驗會透過自我品牌相關之中介正向影響消費者忠誠度以及消費者滿意度。作者討論此發現在理論以及管理實務之意涵，同時對未來的研究方向提出建議。
The main purpose of this study is to explore and examine the relationship among positive brand experience, self brand connection, consumer satisfaction and consumer loyalty. The data was provide by a sample of 284 graduate and university students. The results revealed that positive brand experience influenced self brand connection, consumer satisfaction and loyalty positively; self brand connection affected consumer satisfaction and loyalty positively. In addition, the results of path analysis revealed self brand connection mediated the relationship of positive brand experience and consumer satisfaction, as well as the relationship of positive brand experience and consumer loyalty. In the end we discussed implications for theory and practices, and suggestions for the further study.
