| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT
In academic research, brand identity, brand identification and brand commitment are inconsistenthy being empirically used and tested, particularly in their contextual definitions. In organization commitment research, identity is a static relation that appears, whereas identification is a dynamic course. This research aims to clarify the relation among the three. Adapting the concept of brand identity prism of Kapferer’s model(1992), this research applies the social identity and social learning theories to probing into the issue of brand identification.
The lack of relevant brand identification literature invites using the depth interview of qualitative method to untangle complexcity of the process of consumer brand identification. Both publicly product necessity and privately product necessity are chosen as product categories. Eight interviewees aged between 20~30 were also selected in order to probe into the identification phenomenon.
Result shows brand identification emerges through dynamic interaction of brand image and consumers’ self-concept. The course of this is divided into three main periods, and each period also includes its own subphases as follows:
1. Developmental identification: including awareness, latent, spontaneity, compliance-conformity, explore and imitate learning phase. While entering next stage during the course of latent among them, the need recognition would exist.
2. Sacralizational identification: including calculative commitment and vicarious affective experience.
3. Loyalty identification: including affective commitment and resonance phase.
Among them, four types of responses (extinction, retrogression, reproductive assimilation and fixation) take place at each stage. The redefinition social dynamic concept and brand identification phases constructed in this research offers interesting implications for brand practitioners.
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