| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 96 === This research discusses the interplay among spokes-characters, trust, emotional attachment and brand attitude. This research assumes that brand experience interferes with the influence on trust, emotional attachment and brand attitude with the types of spokes-characters. To examine this assumption, this research focuses on some perspectives. Understanding what kind of spokes-characters can generate consumer trust and emotional attachment. Understanding the relationship of spokes-characters, trust, emotional attachment and brand attitude. To understand to what extent spokes-characters influence consumers with different brand experience.
The research object is mainly the University students. The data are collected by applying convenience sampling. The reliability and validity are evaluated by confirmatory factor analysis and using multiple hierarchical regression to examine the hypothesis. This research finds that nostalgic spokes-characters and expert spokes-characters can positively influence the customer’s trust. On the other hand, nostalgic spokes-characters can result in emotional attachment. Nostalgic spokes-characters can affect brand attitude through trust. Brand experience can strengthen customer’s trust on nostalgic spokes-characters; however that can also weaken customer’s trust on brand attitude. It performs as moderated mediation. Finally, brand experience can also strengthen the influences of nostalgic spokes-characters on emotional attachment.
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