| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 101 === In recent years, the research for brand fancy shows that if it would like to make consumers loving, dependence and loyalty behavior for specific brand, the primarily way is required enthusiasm for the brand and produce brand of love and attachment.
Recently, smart phones have gradually replaced the traditional phone. Apple iPhone is the only one brand of all smartphones to trigger a global phenomenon of selling like hotcakes whenever having a new generation iPhone. Most of contemporary society research has rarely focusing on young consumer group. Consumption of teenage group is rising up gradually and colleague student is representative group of teenage group. Except expensive price and possessed by famous, Apple has creative marketing strategy to build an image in young group that iPhone is symptom of fashion. It will introduce young group to devote emotion and attachment and then create brand fancy. Furthermore young group will generate long-term and stable loyalty for this brand. How to establish a good brand image for consumer, to feel satisfied by experienced customer and then generate brand fancy is an important issue. In view of this, the motivation of this study will focus on college students to discuss the relationships among brand image, brand love and brand loyalty of iPhone. Total 350 questionnaires had been distributed, and 316 valid samples were retrieved. The effective response rate was 90.3%. According to Descriptive Statistics, Reliability Analysis, Validity Analysis, and Partial Least Square (PLS), the major conclusions are as follows:
Both symptom and experience of the brand image are the most influential factors on brand passion and attachment. In addition, the functional factor of brand image has the most influence on brand satisfaction and trust. According to researching analysis showed that brand love is a key mediator; moreover, brand passion and attachment are key point factors to intensify brand love. If the mobile phone companies can effectively enhance consumer''s brand fancy on the iPhone, it will be able to effectively enhance consumers'' repurchase intention and willingness to recommend.
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