| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 100 === Recently companies increasingly prefer to create emotional brand connections with consumers’ “actual self” to touch the hearts of many consumers, causing them to form a strong emotional connections with the brand which really like their actual self. However, some companies still create emotional brand connections with “ideal self,” because many consumers like the brand do not fit with their actual reality. These two strategies are effective, it depends on the situation. The time to use which strategy to enhance brand attachment is a key issue. The people with needs for uniqueness think self-expression and achievement expression are very important, and they especially paying attention to the actual self-congruence, which will strengthen the emotional brand attachment. If consumers’ personality and brand personality are highly congruent, they will have high emotional brand attachment, and they will naturally have positive brand attitude and willing to pay the price premium.
Used in this study is questionnaire method, and 139 valid samples were collected on the internet. Independent T-test, two-way ANOVA, one-way ANOVA and regression analysis was used for statistical analysis. The results show that: First, Actual self-congruence significantly impact emotional brand attachment, compared to ideal self-congruence, actual self-congruence resulting in a stronger emotional brand attachment. Second, Actual self-congruence and need for uniqueness for two-variable interaction, when the consumers are in high actual self-congruence, need for uniqueness will significantly strengthen the effect of self-congruence on emotional brand attachment. However, when consumers are in low actual self-congruence, need for uniqueness will not significantly weaken the effect of self-congruence on emotional brand attachment. Third, the relationship between self-congruence and both brand attitude and price premium partially influence (mediate effect) by emotional brand attachment.
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