The Relationships Among Brand Experience, Brand Personality, Brand Attachment and Brand Loyalty

[[abstract]]本研究旨在探討之品牌體驗、品牌個性、品牌依戀與品牌忠誠度之關係。採用問卷調查法，研究對象為台北地區使用Samsung智慧型手機的消費者，回收367份有效問卷，使用結構方程模式進行資料分析。研究結果發現，品牌體驗會顯著正向影響品牌個性與品牌依戀，再透過品牌個性與品牌依戀間接提高品牌忠誠度，豐富了品牌體驗相關文獻。本研究並提出管理意涵，以供業者擬定行銷策略之參考。 This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience, and the managerial implications of this finding were also elucidated, providing a reference for enterprises to develop marketing strategies