| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 102 === Attachment theory is considered to be formed that based on the individual's self-views and the views of others. Such internal working model of self-generated subjective opinions with others will form individual's personality, including the inner workings of interpersonal perceptions, expectations and behaviors. Therefore, we based on the degree of anxiety and avoidance which composing consumer attachment style to examine their impacts on brand intimacy and brand attitudinal loyalty. In addition, the brand personality symbolizing the personality traits associating by consumers on the brand is an important analytical tool, once the concept of brand personality and consumer self concept-generate the consistent linkage, it will affect their brand intimacy, and thus also affect their loyalty to the brand.
This study aims to explore the effect of anxiety attachment and avoidance attachment of consumers on brand intimacy and brand attitudinal loyalty of consumers, and confirm the moderating effects of brand personality on the effects of anxiety attachment and avoidance attachment on the individual brand intimacy and attitudinal brand loyalty. First, this study adopts two different brands of sports shoes on behalf of the sincere brand personality and excitement brand personality according to the result of pretest: Nike (exicting) and New Balance (sincereness) as object in this study. Next, this study adopts the anxiety attachment and the avoidence attachment as the independent variables, while brand personality (sincereness and exicting) as the moderators, to explore the effects on brand intimacy and brand attitudinal loyalty.
Research results indicate that anxiety attachment has a positive influence on the brand intimacy and the brand attitudinal loyalty, and avoidence attachment has a negative influence on the brand intimacy and the brand attitudinal loyalty. In terms of moderating effect, sincere brand personality significantly reenforce positive relationship between the anxiety attachment and the brand intimacy, but exiciting brand personality does not significantly reduce negative relationship between the avoidence attachment and the brand intimacy. In addition, exiciting brand personality signicantly reduces negative relationship between the avoidence attachment and the brand attitudinal, and sincere brand personality also reduces positive relationship between the anxiety attachment and the brand attitudinal loyalty significantly.
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