| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 104 === Line Stickers have the power of emotional marketing that can bring greater spread multiplying effects to the brand, and increase brand’s awareness. However, it’s not every company can acquire such successful brand marketing benefit. Therefore, take Line’s Sponsored Stickers as an example, this study explored the effects of stickers marketing on the brand and product’s purchasing intention. An online survey design was adopted to collect the data. The study examined the effects of emotional consistency between Line Stickers’ pictures and the brand, and self-congruence between Line Stickers’ spokes-characters, the brand and users on emotional brand attachment and product’s purchasing intention. The results revealed that the higher the brand, user’s actual self and social self’s self-congruence, the better the emotional brand attachment and product’s purchasing intention. The study extended the self-congruence theory to emotional consistency between Line Stickers’ pictures and brand, and self-congruence between Line Stickers’ spokes-characters, brand and users. At last, this study provided some practical suggestions for brand who considering using Line Stickers for marketing.
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