| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 102 === The saturation of markets, all sorts of the advertising landscape, and the maturity of the consumers towards the brands have urged companies to go beyond the image brand to the relation brand (Samama, 2003), in order to preserve their market shares. While keeping their shares in the market is linked to the level of their customers' faithfulness.Besides, nowadays consumers tend, for their decisions, to rely on the brand image as it is developed in their mind rather than on the inherent attributes and characteristics of the product (Dich, Dipankar, and Gabriel, 1990). However, in recent years, more and more companies are looking for ways to build strong emotional connection between brands and consumers. Because looking for the emotional connection not only can cause higher customer satisfaction but also create brilliant financial position. Therefore, how do businesses promote customer satisfaction via consumer self-congruity, and then gain customers' loyalty to increase repurchase intention, has become an important issue of marketing.
This study aims to explore the relationships among self-congruity, emotional brand attachment, customer satisfaction and repurchase intention, while taking product involvement and self-esteem as moderators. Consumers who purchased UNIQLO in Taiwan are targeted as the research subjects, because UNIQLO is one of the popular brands which claimed their products to be affordable, eco-friendly and with high quality.Totally, 357 respondents are valid. The effective return rate is 89.2%.
Empirical result shows that both actual and ideal self-congruity have positive and significant effect on emotional brand attachment and customer satisfaction; and emotional brand attachment and customer satisfaction have positive and significant effect on repurchase intention. The finding also supports that product involvement and self-esteem moderate the relationship between self-congruity (actual and ideal) and emotional attachment brands.
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