| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === This study explores the process of how consumers develop their brand identification toward luxury goods from the perspective of social identity and social learning. The research objectives are: (1) to explore dynamic process of brand identification toward luxury goods, (2) to compare whether there exists identification differences between luxury public goods and luxury private goods, (3) to understand inherent psychologies reaction and behavior on each identification process.
By interview of ten respondents, this study adopts grounded theory method to collect data and analyze consumers brand identification towards luxury goods.
The results reveal that consumers brand identification towards luxury goods consumers mainly results from the interaction between consumer’s self concept and brand image. Consumer brand identification could be divided into three stages, and each stages 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 will exist.
2.Sacralizational identification: including calculative commitment and proactive and relationship maintain.
3.Loyalty identification: including affective commitment and resonance subphase.
Among them, four types of responses (extinction, retrogression, reproductive assimilation and fixation) take place at each stage. The social dynamic concept and the developed brand identification phases constructed in this research offers practical interesting implications for brand practitioners.
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