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系統識別號 U0002-1207200613023800
中文論文名稱 高中生與大學生自我概念與品牌個性之連結
英文論文名稱 The Connection between Self-concept and Brand Personality: A Study on High School and University Students
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 94
學期 2
出版年 95
研究生中文姓名 黃逸群
研究生英文姓名 Eddie Yi-Chun Huang
學號 693451089
學位類別 碩士
語文別 英文
口試日期 2006-06-21
論文頁數 41頁
口試委員 指導教授-李月華
委員-洪英正
委員-莊忠柱
委員-李月華
中文關鍵字 自我概念  品牌個性  自我與品牌之連結 
英文關鍵字 Self-brand connection  Self-concept  Brand personality 
學科別分類 學科別社會科學管理學
中文摘要 從以前到現在,人們用品牌來與自己的自我概念溝通。有很多文章都是在探討成人消費者,高中生與大學生很少被探討。在這篇論文裡,我將會探討高中生與大學生的自我概念與品牌個性會如何影響購買決策行為。是自我概念影響品牌個性還是品牌個性影響自我概念。
英文摘要 People have long been using brands to create and communicate their self-concepts. There are numerous work studied and investigated among adult consumers. We know very little about how brands are defined and expressed in high school and university students. In this thesis, I will examine how self-concept and brand personality can have influences on decision making among high school and university students, whether brands form self-concept through possession or self-concept lead to purchase of brands through possession.
論文目次 TABLE OF CONTENT
TABLE OF CONTENT I
LIST OF FIGURES III
LIST OF TABLES IV
CHAPTER 1 INTRODUCTION 1
1.1. BACKGROUND 1
1.2. GOAL OF THE STUDY 2
CHAPTER 2 REVIEW OF RELATED LITERATURE 4
2.1. BRAND IMAGE 4
2.2. SELF-CONCEPT 6
2.3. SELF-BRAND CONNECTIONS 8
2.4. BRAND PERSONALITY 9
2.5. BRAND RELATIONSHIP 11
2.6. CONGRUENCE THEORY 15
CHAPTER 3 RESEARCH METHODOLOGY 17
3.1. ANALYSIS STRUCTURE 17
3.2. RESEARCH PARTICIPANTS 19
3.3. DATA COLLECTION 19
3.4. PROCEDURE 21
3.5. MAIN STUDY 22
CHAPTER 4 DATA ANALYSIS AND FINDINGS 24
4.1. BRANDS SELECTED 24
4.2. PARTICIPANTS 24
4.3. “WHO AM I” INTERVIEW 25
4.4. “WHO AM I” COLLAGE 26
4.5. BRAND COLLAGE 27
4.6. RESULT 28
CHAPTER 5 CONCLUSION 37
5.1. CONTRIBUTION 37
5.2. FUTURE STUDY 39
5.3. RESEARCH LIMITATION 39
5.4. MANAGEMENT IMPLICATION 40
REFERENCE 42

List of Figures
FIGURE 3?1 SELF-BRAND CONNECTION CONCEPTUAL LINKAGE 18
FIGURE 3?2 REVERSE SELF-BRAND CONNECTION CONCEPTUAL LINKAGE 19
FIGURE 4?1 “WHO AM I” COLLAGE BY LALA 27
FIGURE 4?2 EXAMPLE OF BRAND COLLAGE 32

List of Tables
TABLE 4?1 “WHO AM I” COLLAGE SUMMARY 28
TABLE 4?2 BRAND COLLAGE SUMMARY 30


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