The influence of brand personality towards happiness: In the case of technology brand

• Main Authors: Wei-Ting Wu, 吳韋廷
• Other Authors: 翁崇雄
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/95w6x7

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 105 === This study aims to explore the relationship between brand personality and happiness. At the same time, we include the brand affect and satisfaction into the model, and utilize technology brands, which were less studied in the past, as empirical objects. This study inference that brand personality will have positive impacts on brand affect, satisfaction and happiness on the basis of the self-consistency theory. Furthermore, this study use brand affect and satisfaction as mediators to observe the roles they play in the relationship between brand personality and happiness, and compare the relative strength of the two mediators. In sum, this study tries to (1) understand the effect of brand personality on brand affect, satisfaction and happiness, (2) understand the mediating effect of brand affect and satisfaction, and (3) obtain more understanding of the technology brand research. In this study, 312 valid questionnaires were collected, and the structural equation model was analyzed using SmartPLS 3 to obtain the results of the research model. The empirical experiment summarizes two findings: (1) Brand personality have positive impacts on brand affect, satisfaction and happiness. (2) The influence of brand personality towards happiness is mainly caused by the indirect effects of satisfaction and brand affect, in which the mediating effect of brand affect is more intense. Finally, according to the results of this study, we present some relevant suggestions to the academic and practical fields.