| Summary: | 碩士 === 景文科技大學 === 旅遊管理系觀光與餐旅管理碩士班 === 103 === Abstract
Starbucks is the world's largest coffee shop chain, by the white-collar elite class love and patronage, high quality and innovative products and services, the clear market positioning and aggressive marketing strategy, making Starbucks rapid growth of global brands. Brand attachment can affect the intention that consumers is willing to invest more time and money to brand, and even resistance to other competing brand awareness, not only to maintain stable business sales, reduce marketing costs, but also to enhance business performance.
This study is to investigate the relationships among self-congruence (actual self-congruence、ideal self-congruence), emotional brand attachment, and self-esteem. Furthermore, moderating effect of self-esteem on the relationship between actual self-congruence、ideal self-congruence and emotional brand attachment is also examined in this study. Consumers of Starbucks, a famous coffee shop in Taiwan, were surveyed. Data was collected from January to February 2015. A convenience sampling and face-to-face interview was conducted in this study. The procedure resulted in 351 usable responses. Subsequently, reliability analysis, correlation analysis and hierarchical regression analysis were employed in this study. The results of this study indicate that ideal self-congruence has significant positive effects on emotional brand attachment. The results also show that consumers' actual self-congruence and ideal self-congruence will positively affect the emotional brand attachment. Self-esteem has significant influence on emotional brand attachment. In addition, self-esteem has an interference effect on the relationship between actual self-congruence and emotional brand attachment. However, self-esteem has no significant impact on emotional brand attachment and there is no moderating effect on the relationship between ideal self-congruence and emotional brand attachment. Thus, self-esteem cannot promote the level of emotional brand attachment and the effect of ideal self-congruence on emotional brand attachment significantly. The results may provide some useful information for further researchers and provide some implications for management references.
|
|---|
