||The Impact of Self-Congruity on Brand Loyalty under Different Product Categories-The Mediating Effect of Brand Perceived Value
||Department of Business Administration
Brand Perceived Value
To gain competitive advantage, brand is the best tool to make a high market share of firm’s products. Shaping brand personality is the key of differentiating product, closing to customers, and satisfying the mental need of customers. Therefore, this study wants to discuss the relationship among self-congruity and brand loyalty under different product category, and the mediating effect of brand perceived value.
This study used SPSS and STATISTICA to analysis data. This study found that under all product categories the positive influence from ideal self-congruity to brand loyalty are stronger than the actual self-congruity, and brand perceived value have the significantly mediating effect between these relationships in all product categories. Previous studies point out that the self-congruity influence loyalty. Further this study found that if there are brands for all product categories, then for consumers, the brand will have symbolic meanings. Thus, this study suggests that marketers can shape and position brand personality by consumers’ ideal-self in target market.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 自我概念與自我一致 4
第二節 品牌個性 7
第三節 品牌忠誠 10
第四節 自我一致性與品牌忠誠度 11
第五節 不同產品類別的自我一致性與品牌忠誠度 12
第六節 品牌知覺價值的中介效果 13
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 16
第三節 研究變數 19
第四節 資料分析方法 22
第四章 資料分析與討論 25
第一節 敘述性統計分析 25
第二節 信度 27
第三節 複迴歸分析 28
第四節 簡單迴歸與層級迴歸分析 33
第五節 討論 41
第五章 結論與建議 45
第一節 研究討論 45
第二節 研究限制與後續研究建議 46
第三節 管理意涵 47
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