| Summary: | 碩士 === 國立臺灣大學 === 心理學研究所 === 87 === No matter in brand equity or the formation of brand loyalty, the most important issue in related research now is to find out the consumers'' concept of "brand". This research aims to find out, from the angle of consumers'' perception, and through the combined approach of qualitative and quantitative analysis, the complete brand attributes and how they are structured, and to use the brand factors thus found to predict true brand loyalty of products with different involvement types. In this research, brand factors are also used to understand the difference between true and spurious brand loyalty.
This research undertakes the factor analysis of brand attributes and the prediction of brand loyalty with two separate studies. The results of study one show that twelve brand factors can be found from all three different involvement type products after factor analysis. Of the twelve brand factors, nine are common factors shared by the three different types of products, representing some product-irrelevant attributes. Others are specific factors belonging and related to each of the three products. In study two, the twelve brand factors are used to predict the brand loyalty for the three products. And by the brand commitment attitude displayed, the loyalty segments are divided into those with true brand loyalty and those with spurious brand loyalty. Under these two groups, the factors influencing brand loyalty are discussed. Results show that for the three different products, the factors influencing brand loyalty is indeed moderated by different involvement dimensions and degrees. However, taking into consideration the consumption motives of the sample, the maturity of the three products, and cultural influences, it is found that for each product, the primary predictors of brand loyalty are those brand factors which are affection-related. As for the difference between true and spurious brand loyalists, results of t-test show that due to the lack of brand commitment attitude, the spurious brand loyalists attach significantly less importance to affection-related brand factors than do the true brand loyalists.
Therefore, the main difference between this research and others before is that, instead of using secondary data to construct the brand attributes structure, we use empirical data to find out brand factors directly from the perspective of consumer perceptions. What we found was that affection-related brand factors are the primary factors influencing brand loyalty formation. The result of the comparison between true and spurious brand loyalists again proves the importance of affection-related brand factors. and confirms the hypothesis generated before. Thus, the foundation of true brand loyalty should be those affection-related brand factors. These findings shall be able to provide brand managers with insights into practical management.
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