The Research of Relationships among Brand Identification, Brand Trust and Value Congruity at Fashion Select Shop

• Main Authors: Chuang, Kai-Ting, 莊凱婷
• Other Authors: Liaw, Gou-Fong
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/07301659900693862546

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 105 === Select Shop is highly presented in recently fashion industry. Many international Fast Fashion brands establish branch in Taiwan for several years, but Select Shop becomes the latest retail types in competitive fashion market. There are several this kinds of retailer patterns in Taiwan. Select Shop not only sells merchandises, but also educates lifestyle to consumers. Undoubtedly, the retailer type and the relationship between consumers and brands are getting changed day by day. The purpose of this paper is to propose and investigate relationships of antecedents (brand identification, brand trust and value congruity) between intermediary variables (brand love and brand commitment) and consequences (willingness to pay). From the results, we provide the new relationships between brands and consumers that offer the orientation to brands. The questionnaires in this thesis focus on customer who ever purchasing merchandises in the Select Shop. The conceptual model and associated hypotheses are tested with a sample of 288 consumers. Data were analyzed through the Partial Least Squares (PLS) structural equation modeling. The results demonstrate strong relationships with the three antecedents (identification, trust and value congruity) between intermediary variables (brand love and brand commitment) and consequences (willingness to pay). The results show that brand identification tends to have positive influence on brand love and brand commitment;brand trust also have positive influence on brand love and brand commitment ; value congruity have positive influence on brand commitment;brand love have positive influence on brand commitment;both brand love and brand commitment have positive influence on willingness to pay. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment, value congruity and love) are compared and the relevance of model for understanding consumer-brand relationships is demonstrated.