| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === To manage brand, it must create sustainable competitive advantages. Two key
factors can advance customer loyalty behavior: brand identification and brand love.
This study proposes an integrated model of brand love and brand loyal behavior, to
explore how perceived brand value, brand image, and brand compatibility; influence
brand identification and brand love, as well as the effect of brand identification and
brand love on brand loyalty behavior. Also examined is the moderating role of product
involvement on the former set of relationships
This study surveyed 225 consumers with questionnaires. LISREL 8.80 was applied
for data analyses. The results show that (1) Perceived brand value and brand
compatibility have positive relationships with both brand identification and brand love,
but brand image is only positively associated with brand love, not with brand
identification. (2) Brand identification has a significant impaction on brand love. (3)
Brand love is positively related to customers’ price premium acceptance intention,
repurchase intention, and recommendation intention. In contrast brand identification is
only positively connected with customers’ repurchase intention and recommendation
intention, but not with price premium acceptance intention. (4) Product involvement has
a positive moderating effect on the relationship between brand image and brand
identification, as well as on the connections between brand compatibility and both brand
identification and brand love.
The findings of the study may contribute to the development of an integrated
theory of brand love and brand loyal behavior, and can provide practitioners with
insight into the importance of brand identification and brand love and their critical
antecedents. Finally we discussed the managerial implications and limitations the study
and also provided some directions for future studies.
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