進階搜尋


 
系統識別號 U0026-1008202015564500
論文名稱(中文) 愛上品牌:性別差異對品牌情感行為之研究
論文名稱(英文) Love toward brands: investigating gender differences in love behavior
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 108
學期 2
出版年 109
研究生(中文) 葛依丹
研究生(英文) Erdem Gombozhapov
學號 R66077086
學位類別 碩士
語文別 英文
論文頁數 61頁
口試委員 指導教授-郭亞慧
口試委員-高如妃
口試委員-陳芃婷
中文關鍵字 none 
英文關鍵字 Brand Love  Brand Trust  Brand Commitment  Brand Forgiveness  Self-Disclosure 
學科別分類
中文摘要 none
英文摘要 Fundamentally, consumers can love brands when they experience strong and deep emotional attachment to the brand. Given the important role of gender differences in love perception and behaviors, this study aims to investigate the fundamental research question: how the relationship between brand love and its consequences differs by gender. It has been shown that consumer behaviors are stronger when they are driven by brand love. Namely, brand love highly affects brand trust, brand commitment, brand forgiveness and self-disclosure. Therefore, current study will address gender differences in brand love-outcome behavior relationships.
The data was collected through an online questionnaire of 408 respondents from United States by using MTurk platform. First, pre-test was developed in order to make sure that questionnaire items were understood expectedly. Second, during main test, data was analyzed by performing SEM (Structural Equation Modelling) and using IBM SPSS AMOS software. Results of this study indicate gender differences in relationship between brand love and its outcome behaviors. In particular, female customers were found to have stronger brand forgiveness and continuance commitment under feeling of brand love than male customers.
As a result, managers can apply these differences in brand love context. They should develop more efficient strategies and invest more in female customers rather than male customers, since they provide more beneficial behavior.
論文目次 ABSTRACT I
LIST OF TABLES IV
LIST OF FIGURES V
CHAPTER ONE INTRODUCTION 1
CHAPTER TWO LITERATURE REVIEW 4
Brand Love 4
Gender Differences in Interpersonal Love 6
Gender Differences in Outcomes of Love 10
Gender Differences in Commitment 10
Gender Differences in Forgiveness 10
Gender Differences in Self-Disclosure 12
Gender Differences in Trust 13
Consequences of Brand Love 14
Brand Commitment 14
Brand Trust 15
Brand Forgiveness 16
Self-Disclosure 18
CHAPTER THREE RESEARCH METHODS 20
Research Design 20
Measurement of the constructs 20
Brand Love Measurement 20
Brand Commitment Measurement 22
Brand Trust Measurement 22
Brand Forgiveness Measurement 23
Self-Disclosure Measurement 23
Pre-test 23
Sampling 24
Research Design 25
CHAPTER FOUR DATA ANALYSIS AND RESULTS 26
Respondents and Characteristics 26
EFA Result 27
Reliability Test 30
Descriptive Data 30
CFA Result 31
Validity and Reliability Test 31
Convergent Validity Test 31
Correlation Among Variables and Discriminant Validity Test 33
SEM 34
Model Analysis and Hypothesis 34
Model Fit 35
Hypotheses Test 36
CHAPTER FIVE DISCUSSION 38
Theoretical Implication and Contribution 41
Managerial Implications 42
Study Limitations and Future Research 42
REFERENCES 44
APPENDIX 60
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