The Influence Of Ideal And Actual Self-Congruence To Brand Attachment-With The Moderating Effects Of Self-Esteem, Public Self-Consciousness And Product Involvement

• Main Authors: Lai, Yun-Chen, 賴秐蓁
• Other Authors: Hsu, Chun-Hui
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/73018092757201947108

碩士 === 國立臺北大學 === 企業管理學系 === 100 === Brand identity and marketing communication strategy usually focused on product attribute and functional benefit of product in past few years. Because products have been improved toward perfection, differentiation strategies of companies for their competitive advantages have changed and enhanced from improving product quality and functions to providing products and related services and integrating with brand competitiveness. It has not much difference in core values of alcoholic beverages, and the marketing communication strategy of alcoholic beverages has been restricted by Tobaccos and Alcoholic Beverages Management Law and Communications Act in Taiwan. Therefore, the marketing communication strategy of alcoholic beverages almost use brand attachment and self-congruence into the operating strategy. Take whisky for example, this study is aim to understand that actual self-congruence and ideal self-congruence are the important antecedent factors of building brand attachment, and discusses the moderating effect of self-esteem, public self-consciousness, product involvement, consumer’s gender and age among self-congruence and brand attachment. Collecting data on survey participant using self-report questionnaire, our research found that both actual self-congruence and ideal self-congruence have positive effect on brand attachment. This study may support important reference for brand identity and marketing communication strategy of new generation.