自我一致性、品牌認同與品牌依附對智慧型手機品牌忠誠度的影響

Abstract

現今智慧型手機產業科技發達並且品牌林立、產業間競爭激烈，但由於處在科技發達的時代下，智慧型手機的產品技術發展已日漸穩固，廠商已逐漸無法再單純透過推出創新的新科技來吸引消費者買單，因此在無法透過產品區別的狀態下希望留住消費者的心，著重消費者的品牌忠誠度則變得相對重要。因此本研究運用結構方程式探討自我一致性、品牌認同、品牌依附對於品牌忠誠度之影響。 結果顯示自我一致性及品牌認同對於品牌依附有正向之影響效果，並且品牌依附對於品牌忠誠度亦存在正向之影響效果。根據研究結果，自我一致性及品牌認同會增加品牌依附的效果，因此企業管理者應該致力於了解自己品牌的特色來積極發展出一套明確的品牌個性才能更加鎖定自身的消費族群，並且企業可以透過加強社群媒體行銷來增加消費者與品牌的互動，以提升消費者與品牌之間的連結，從而增進消費者的品牌認同感。當消費者的品牌依附增加則能夠提升品牌忠誠度，進而達到提升自身品牌強度之目標。

Nowadays, the smartphone industry is technologically advanced, with numerous brands competing fiercely. Due to advancements in technology, the development of smartphones has become more stable. Smartphone companies have not been able to attract consumers solely by introducing new technology, as their products fail to distinguish themselves from other brands. In this situation, brand loyalty has become crucial. Consequently, this study explores the influence of brand attachment on brand loyalty using structural equation model. Moreover, this study incorporates self-congruity and brand identification to discuss the factors that affect brand attachment. The result showed that self-congruity and brand identification have a positive impact on brand attachment and brand attachment has a positive impact on brand loyalty. According to the result, self-congruity and brand identification can increase the effect of brand attachment. Therefore, managers should comprehend their brand''s characteristics to actively cultivate a distinct brand personality, targeting specific consumer groups. And companies can enhance their brand identification through improved social media marketing, thereby increasing consumer-brand interactions to improve the connectivity between consumers and brands. When consumer''s brand attachment increases, brand loyalty can be enhanced, thus achieving the goal of increasing the strength of their own brand.