| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === Attatchment is a strong emotional bond between one person and the specific target. It will bring attatchment that one man hope he can obtain psychological satisfaction from this specific target. Attatchment behavior exists among not only people but also animals or non-living matters. This paper is to explore the relationship between people and brands from the view point of attachment theory. Managing the relationship between customers and brands can attract them by meeting target customers’ psychological needs so as to build one kind of invisible affective linkage.This study aims to exam whether brands could satisfy people with three psychological needs, autonomy, relatedness, and competence so as to show attachment behavior. In addition, our research will address whether brand attachment could contribute to customer attitudinal loyalty and willingness to pay premium price. Finally we will explore whether attitudinal loyalty could be the mediating role in the relationship between brand attachment and willingnwss to pay premium prices.
On collecting data, the study which aimed at end consumers used convenience sampling and totally received 314 effective samples. We used regression analyze to inspect hypothesis. Also t-test and ANOVA would be done to analyze influences of demographic variables on three psychological needs, brand attachment, customer attitudinal loyalty and willingnwss to pay premium price. The study results indicate satisfaction with three psychological needs has a positive effect on consumers’ brand attachment behaviors. Relatedness affected brand attachment the most, followed by autonomy, and competence had the least influence. Besides, brand attachment is positively associated with customer attitudinal loyalty and willingness to pay premium price. Attitudinal loyalty was a partial mediator between brand attachment and willingness to pay premium prices.
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