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。

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.

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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