| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 98 === Fanatical fan s (fans), who have a unique perspective and convincing knowledge on the product or brand, often discuss and exchange information about products with families and friends. They also have a major impact force, disseminating information and exchanging views, to give the advanced users. Therefore, if you want your consumers would express their heartfelt anxiety to your product or service, and then create self-realization through consumption, the best way will be to allow consumer to become a fan.
This research uses the empirical study to measure Brand Luxury Index, and brand loyalty into Hello Kitty and Apple Computer fans behavior. The questionnaires aimed at the fans of brand with random sampling, and valid return with 301 copies. The statistic software AMOS is used to approach the analysis with the conclusion as follows：Research results through a simple regression analysis indicated that, regardless of sample APPLE fans or KITTY fans of perception whereby the Perceived Conspicuousness minimal impact, but the Perceived Quality of two positive samples were the most crucial dimensions. This study suggests that in practice, determined to create a fanatical fan effect for the brand, the establishment of shops to show case the depth of the product is very important; and to successfully operate the brand reputation issues, you must pay attention to the brand's brand image to the general public problems, rather than just consider the target consumer group of the image of the brand awareness.
Brand's fanatical fans, whether it is to first understand the brand after the trigger to the final fanatical brand loyalty, and even skip the first two steps directly into fanatical fans, in the word of mouth dissemination and collection behavior has on the overall brands ale shave absolute benefit. Herding behavior, whether or speculative psychology, its first element is to have a fanatical fan as a reference group. The results of this study also pointed out that the high brand loyalty remarkable acts of fanatical fans away from it is not necessarily a high – profile show off or to have a very large number of goods, may have to be more a collection, the limited number of elements; This study also showed that Fanatical fans, whether in academic high or low, no significant gender differences. Therefore recommends that brands should focus its efforts on how to publicize induced and a large collection of motives by target groups.
Finally, in the academic, this study specifically word of mouth publicity and collectors tend to these two variables from the brand loyalty in the flight and found that they do not necessarily show a positive relationship. The researchers or the follow-up measure of the industry in brand loyalty should pay attention to.
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