The Study of the Emotional Attachment Influence from Personal Characteristics, Brand identity, and Interpersonal relationship：Take Uniqlo as an Example

• Main Author: 林惠雯
• Other Authors: 張嘉雯
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/q49r3e

碩士 === 逢甲大學 === 企業管理學系 === 102 === Twenty-first century of the key to success is the emotional brand, building the relationship is important to brand management, given brand or product a sustainable value, means consumers want to pursuit the material desires and also satisfy the emotional needs. Consumer’s attachment is very critical because it will make brand sustainability. The reason why emotional’s strategy will success is people will naturally produce the emotional reactions and naturally project the value on the object (Marc Gobe). According that, in the competitive market environment, there is not enough to attract new consumers with only good products and services, product’s emotional level is more critical, it will affect consumer’s willingness to buy. In conclusion, understanding the consumer’s emotional needs and desires become the critical key to success, enterprise must take further measures to create more stronger connection between the brand and consumers. 　　In this study, take Uniqlo as an example, exploring the factors affect emotional attachment, the antecedents divided into personal characteristics (including self-congruity, hedonic value), brand features (including brand trust, brand personality and country of origin effect),and interpersonal interaction(including social influence). In addition, the study also examined whether emotional attachment will have the impact on word-of-mouth and brand extension.This study collected 316 questionnaires, have 310 valid questionnaires, and uses SPSS18 statistical analysis software for data statistics and hypothesis testing. The results in this study show： 1. Self-congruity has the positive influence on emotional attachment. 2. Hedonic value has the positive influence on emotional attachment. 3. Brand personality (including rationality, perceptual, and masculinity) has the positive influence on emotional attachment. 4. Social influence has the positive influence on emotional attachment. 5. Emotional attachment has the positive influence on word-of-mouth. 6. Emotional attachment has the positive influence on brand extension (including near extension and moderate extension). 　　Finally, according to the results of this study provide some advices to the enterprise, allowing business owners understanding how to make consumer generating emotional attachment, attract consumers and maintain the brand permanent, looking forward to make business owners understanding how to creat value through emotional attachment. Key words：Emotional Attachment、Word-of-Mouth、Brand Extension