品牌的價值來自於品牌與消費者間的互動與訊息傳遞，當消費者對這些有意義的訊息產生共鳴時，會因感知而產生認同，品牌也因為瞭解自身在顧客心中的定位，而能創造出競爭優勢；另一方面，品牌的優勢亦能透過消費者對品牌的依附程度來創造，如果消費者與品牌建立起依附關係，企業就能以較少的維持顧客成本與行銷成本創造最大的利潤。
因此，本研究試圖瞭解品牌認同、自我概念一致性與品牌依附間的關係。研究以3C品牌為研究範圍，針對3C產品使用者進行問卷調查，採用之抽樣方法為便利抽樣，回收資料採取敘述性統計分析、信度分析、因素分析、相關分析、迴歸分析等方法來驗證假說。所得研究結論如下：

1.品牌認同中的品牌個性與品牌企業服務對自我概念一致性構面呈現顯著正向影響。
2.自我概念一致性構面對品牌依附構面呈現顯著正向影響。
3.品牌認同中的品牌個性與品牌企業服務對品牌依附構面呈現顯著正向影響。
4.自我概念一致性部分中介了「品牌個性」與「品牌顯要性」；而自我概念一致性完全中介「品牌個性」與「品牌-自我關聯」、「品牌企業服務」與「品牌-自我關聯」、「品牌企業服務」與「品牌顯要性」。

Brand value comes from the interaction and exchange of information between the enterprise and consumers. Consumers’ resonance to the meaningful information will result in brand identification. Likewise, brand can create a strong competitive edge through long-standing positioning in the consumers’ mind. On the other hand, competitiveness can also be created through brand attachment. Enterprise will maximize its profits with less cost in customer relation and marketing, if it can establish a brand attachment with the consumers.
The purpose of this study is to understand the connections between brand identification, self-congruity, and brand attachment. Targeting 3C products (computer, communication and consumer electronics), the researcher has conducted a survey on 343 3C users selected by convenience sampling. All collected data were further examined to verify the hypotheses through descriptive analysis, factor analysis, correlation analysis, and regression analysis. The findings are concluded as follows:

1. Both brand personality and brand services under the category of brand identification have a significant positive impact on the construct of self-congruity.
2. The construct of self-congruity has a significant positive influence on the construct of brand attachment.
3. Both brand personality and brand services under the category of brand identification have a significant positive influence on the construct of brand attachment.
4. Self-congruity plays a partial mediation role between “brand personality” and “brand prominence;” while self-congruity completely mediates between “brand personality” and “brand-self connections,” “brand services” and “brand-self connections,” and “brand services” and “brand prominence.”

目錄

封面內頁
簽名頁
中文摘要　　　　　　　　　　　　　　　　　　 i
英文摘要　　　　　　　　　　　　　　　　　　 ii
誌謝　　　　　　　　　　　　　　　　　　　 iii
目錄　　　　　　　　　　　　　　　　　　　　 iv
圖目錄　　　　　　　　　　　　　　　　　　 vi
表目錄　　　　　　　　　　　　　　　　　　 vii

第一章　緒論
第一節 研究背景　　　　　　　　　　　　　 1
第二節 研究動機　　　　　　　　　　　　　 3
第三節 研究目的　　　　　　　　　　　　　 4
第四節 研究流程　　　　　　　　　　　　　 5
第二章　文獻探討
第一節 品牌　　　　　　　　　　　　　 7
第二節 自我概念一致性 　　　　　　　　　 13
第三節 品牌依附 　　　　　　　　　　　　 19
第四節 各變數之間的關係 　　　 22
第三章　研究方法
第一節 研究架構　　　　　　　　　　　　　 24
第二節 研究假說 　　　　　　　　　　 25
第三節 變數定義、操作型定義與衡量方式　　 26
第四節 資料蒐集 　　　 　 30
第五節 統計分析方法　 　 35
第四章 研究結果與分析
第一節 基本資料描述性統計分析 　 36
第二節 消費行為描述性統計分析 　 39
第三節 統計資料分析　 　 42
第四節 信度分析　　　 　 45
第五節 因素分析　　　 　 47
第六節 相關分析　　　 　 54
第七節 迴歸分析　　　 　 56
第五章 研究結論與建議
第一節 研究結論　　　 　 62
第二節 管理意涵與建議 　 65
第三節 研究限制與後續建議 　 67
參考文獻
中文部分　 　 68
英文部分　 　 71
附錄
附錄－測驗問卷 78

參考文獻
一、中文部分
王傳中(2012)。品牌依附、品牌態度及品牌承諾對品牌忠誠的影響─以iPhone手機為例。南台科技大學行銷與流通管理研究所碩士論文，未出版，台南市。
田祖武、林怡潁、留育晨、潘耕美、吳恩宇、陳貽杰(2012)。品牌依附程度對消費者面臨品牌商標改造態度的影響。行銷評論，9(3) ，343-366。
吳岱儒、戴萬平、鄭安娜（2011）。非營利組織捐款行為、品牌認同與購買意願之研究：以喜憨兒烘焙坊為例。資訊與管理科學，4(1)，69-96。
李夢麟（2009）。探討人與物的消費意義與自我概念之研究-以自我營造「風格化」改裝車為例。世新大學公共關係暨廣告學系研究所碩士論文，未出版，台北市。
李月華、莊易霖(2010)。網路人際關係、及品牌認同對品牌社群忠誠度影響之研究。台北科技大學學報，43(2) ，41-56。
沈哲偉(2011)。探討品牌個性對不同自我調節類型消費者的品牌依附影響。國立中正大學行銷管理研究所碩士論文，未出版，嘉義縣。
林震岩（2006）。多變量分析：SPSS的操作與應用。台北市：智勝文化。
周宛柔（2013）。參考團體、品牌形象及自我概念對運動用品購買意願之影響。大葉大學管理學院碩士班碩士論文，未出版，彰化縣。
施振榮（1996）。再造宏碁：開創、成長與挑戰。台北市：天下文化。
高端訓（2013）。企業社會責任對消費者購買意願影響之研究–品牌依附及品牌形象之中介效果。國立台北大學企業管理學系研究所博士論文，未出版，新北市。
高晟哲(2007)。探討球鞋迷與NIKE的品牌關係—品牌認同演進觀點。國立台灣大學管理學院國際企業研究所碩士論文，未出版，台北市。
孫珮嘉 (2007)。探討蘋果社群的品牌忠誠度-品牌關係演進觀點。國立台灣大學國際企業研究所碩士論文，未出版，台北市。
張春興（1989）。教育心理學。台北市：東華書局。
張春興（2000）。現代心理學。台北市：東華書局。
張淑美（1995）。從自我概念談青少年的自我追尋與其輔導。學生輔導通訊，36，88-95 。
張凱華(2000)。品牌迷群之情感依附：以霹靂布袋戲為例。國立台北大學企業管理學系碩士論文，未出版，新北市。
崔爾雅（2009）。品牌個性與自我一致性對品牌忠誠度影響之研究---以國際連鎖餐廳為例。國立高雄餐旅管理學院餐旅館理研究所碩士論文，未出版，高雄市。
連聖怡（2003）。不同世代男性消費者之自我概念對服裝流行敏感度之關係研究。輔仁大學織品服裝學系研究所碩士論文，未出版，新北市。
曾光華(2012)。行銷管理。新北市：前程文化。
楊惠如（2006）。品牌關係品質透過品牌社群之運作對品牌忠誠度之影響–以福斯金龜車品牌社群為例。台北科技大學商業自動化與管理研究所碩士論文，未出版，台北市。
趙政豪（2000）。品牌與消費者間人格自我狀態互動之研究 － 交流分析觀點。國立中央大學企業管理研究所碩士論文，未出版，桃園縣。
潘婉欣(2010)。品牌向下延伸決策之研究—品牌聯想與品牌概念圖比較之觀點。淡江大學國際貿易學系國際企業學碩士班碩士論文，未出版，新北市。
賴佩婷(2006)。品牌故事及其結構與內容在不同商品類型下對廣告效果的影響。國立台灣大學商學研究所碩士論文，未出版，台北市。
羅緯（2005）。公民品牌對於品牌信任、品牌認同及忠誠度關係之研究。國立台北科技大學商業自動化與管理研究所碩士論文，未出版，台北市。










二、英文部分
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press, 23-34.
Aaker, D. A. (1995). Building strong brands. Big apple tuttle:Mori literary agency:The free press.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
Babad, E. (1987). Wishful thinking and objectivity among sports fans. Social Behavior, 2(4), 231-240.
Ball, A. D., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1(2), 155-172.
Baron, R. M. and Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Belch, G. E., Landon Jr., E. Laird (1977). Discriminant validity of a product-anchored self-concept measure. Journal of Marketing Research, 14(2), 252-256.
Belk, R.W. (1988). Possessions and extended self. Journal of consumer Research, 15, 139-168.
Berman, W. H., & Sperling, M. B. (1994). The structure and function of adult attachment, in attachment in adults: Clinical and developmental perspectives (pp. 3-28). New York, NY: Guilford Press.
Birdwell, Al E. (1968). Automobiles and self-imagery: Reply. Journal of Business, 41(4), 486-487.
Bowlby, John. (1982). Attachment and loss. New York: Basic Books.
Bowlby, J. (1979). The making and breaking of affectional bonds. London, UK: Tavistock.
Chernatony,L.D. & McWillam,G. (1989). Branding terminology:The real debate. Marketing Intelligence and Planning, 29-32.
Collins, N. L. (1996). Working models of attachment: Implications for explanation, emotion, and behavior. Journal of Personality and Social Psychology, 71(4), 810-32.
Delozier, M. W. (1971). A longitudial study of tne relationship between self-image and brand image. Unpublished Ph.D. thesis. University of Nonh Carolina at Chapel Hill.
Dolich, I. J. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6(1), 80-84.
Drigotas, S. M., & Rusbult, C. E. (1992). Should I stay or should I go? A dependence model of breakups. Journal of Personality and Social Psychology, 62(1), 62-87.
Dutton, Jane E., Dukerich, Janet M., Harquail, Celia V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
Elliott, R. (1997). Existtential consumption and irrational desire. European Journal of Marketing, 34(4), 285-296.
Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
Feeney, J., & Noller, P. (1996). Adult attachment. Sage series on close relationships. Thousand Oaks, CA: Sage Publications.
Gobé (2001). Emotional identity. Global Cosmetic Industry,171(1),
27-18.
Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499.
Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships. Psychological Inquiry, 5(1), 1-22.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis . New Jersey: Prentice-Hall.
Joachimsthaler, Erich and Aaker, D. A. (1997). Building brands without mass media. Harvard business review. 75(1), 39-50.
Johnson, D. J., & Rusbult, C. E. (1989). Resisting temptation: Devaluation of alternative partners as a means of maintaining commitment in close relationships. Journal of Personality and Social Psychology, 57(6), 967-980.
Kaiser, H.F.(1974). An index of factorial simplicity. Psychometrika, 39,31-36.
Kapferer, J.N. (1992). Strategic brand management. New York: The Free Pressment, 14-16.
Kassarjian, Harold H. (1971). Personality and consumer behavior: A review. Journal of Marketing Research, 8(4), 409-418.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity(2nd ed.). Upper Saddle River, NJ: Prentice-Hall.
Kleine III, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: A social identity perspective. Journal of Consumer Psychology, 2(3), 209-235.
Leventhal, Richard C. (1996). Branding strategy. Business Horizon, 39(5), 17-23.
Ligas, M. (2000). People,products and pursuits:Exploring the relationship between consumer goals and product meanings. Psychology and Marketing, 17(11), 983-1003.
Malhotra, Naresh K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of Marketing Research, 18(4), 456-464.
Margaret Mark & Carol S. Person (2001). The Hero and the Outlaw. McGraw-Hill Companies.
McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyality: The influences of satisfaction and brand community integration. Journal of Marketing Theory and Practice, 11(4), 1-11.
McCullough, M. E., Rachal, K. C., Sandage, S. J., Worthington, E. L. Jr., Brown, S. W., & Hight, T. L. (1998). Interpersonal forgiving in close relationships: II. Theoretical elaboration and measurement. Journal of Personality and Social Psychology, 75(6), 1586-1603.
Mead,G.H. (1934). Mind,self and society from the standpoint of a social behaviorist. Chicago and Landon:The University of Chicago Press, 1, 135-226.
Mikulincer, M. (1998). Attachment working models and the sense of trust: An exploration of interaction goals and affect regulation. Journal of Personality and Social Psychology, 74(5), 1209-1224.
Nunnally,J.C.(1978). Psychometric Theory. New York:McGraw-Hill.
Onkvisit, S., Shaw, J. J. (1987). Self-concept and image congrunce: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13-23.
Park, C. W., Jaworski, B. J. and Macinnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-145.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand attachment and brand attitude strength conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Park, C. W., Macinnis, D. J. & Priester, J. (2007). Brand Attachment And Management of A Strategic Exemplar, In: Schmitt B. H., ed. Handbook of Brand Experience Management, MA: Elgar Publishing, 1-36.
Pettis, C. (1997). Usinga Brand to Increase Stock Price. Marketing Computers,16(6), 27-28.
Richins, M. L. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522-533
Rusbult, C. E., Verette, J., Whitney, G. A., Slovik, L. F. (1991). Accommodation processes in close relationships: Theory and preliminary empirical evidence. Journal of Personality and Social Psychology, 60(1), 53-78.
Schultz, S. E., Kleine, R. E., & Kernan, J. B. (1989). These are a few of my favorite things: Toward an explication of attachment as a consumer behavior construct. Advances in Consumer Research, 16(1), 359-366.
Sirgy, J.M. (1982). Self-concept im consumer behavior:A critical review. Journal of consumer Research, 9, 287-300.
Sirgy, J. M. (1985).Using self-conguity and ideal congruity to predict purchase motination. Journal of Business Research, 13, 195-206.
Sirgy, J. M., Grewal, D., Mangleburg, T. F., Park, J.O., K.S. Chon, Claiborne, C. B., Johar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
Solomon, M.R. (1999). Consumer behavior:Buying, having and being. New Jersey:Prentice Hall International.
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that blind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
Van Lange, P. A. M., Rusbult, C. E., Drigotas, S. M., Arriaga, X. B., Witcher, B. S., & Cox, C. L. (1997). Willingness to sacrifice in close relationships. Journal of Personality and Social Psychology, 72(6), 1373-1395.
Wallendorf, M., & Arnould, E. J. (1988). My favorite things: A cross cultural inquiry into object attachment, possessiveness and social linkage. Journal of Consumer Research, 14(4), 531-547.
Wieselquist, J., Rusbult, C. E., Foster, C. A., & Agnew, C. R. (1999). Commitment, pro-relationship behavior, and trust in close relationships. Journal of Personality and Social Psychology, 77(5), 942-966.
Zinkhan, G. M.and Hong (1991). Self Concept and Advertising Effectiveness: A Conceptual Model of Congruency. Conspicuousness, and Response Mode Advances in Consumer Research. 18(1), 348-354.