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系統識別號 U0002-2906201216522200
中文論文名稱 “我可能不會愛你”—品牌愛戀者品牌轉移之探究
英文論文名稱 "I Might Not Love You": The Exploratory Study of Brand Switch behavior from the Consumers with Brand Attachment.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 100
學期 2
出版年 101
研究生中文姓名 葉福茂
研究生英文姓名 Fu-Mao Yeh
學號 699550355
學位類別 碩士
語文別 中文
口試日期 2012-06-19
論文頁數 110頁
口試委員 指導教授-黃哲盛
委員-曾忠蕙
委員-周文瓊
中文關鍵字 品牌愛戀  品牌依戀  品牌轉移  敘說研究  品牌隔離 
英文關鍵字 Brand Love  Brand Attachment  Brand Switching  Narrative Inquiry  Brand Detachment 
學科別分類
中文摘要 過去已經有豐富的文獻分別討論品牌愛戀的建構要素,在品牌愛戀之後,也有學者開始專注在品牌的隔離與轉移的議題上,但鮮少有學者對品牌愛戀到品牌轉移之間的過渡地帶進行討論,對品牌管理者來說,如何建立顧客的忠誠度固然重要,但是要長期維持顧客對品牌的愛戀關係也具有相當的挑戰性。本研究嘗試以質性的探索性研究,透過一對一深入訪談,嘗試捕捉消費者品牌愛戀弱化的關鍵,並且透過敘說研究,以「故事」的方式將當時的時空脈絡勾勒出來,試圖重建完整的品牌轉移過程。

本研究發現品牌愛戀者在品牌轉移之前,會發生不一程度的愛戀弱化,根據這個現象,研究者利用弱化的方式不同,嘗試將品牌愛戀者分為三種類型:A型、B型、C型,而研究也發現,不同類型的品牌愛戀者所呈現出來的轉移模式也不同,可以概分成兩種轉移模式:(1)品牌愛戀弱化至消失→熟悉陌生人→品牌轉移(2)品牌愛戀弱化→弱化加深→品牌轉移。
英文摘要 Retaining customers plays a vital role in pursuit of long term business success. Consumer loyalty and brand love have recently attracted rising interest in marketing research. This study aims to establish an understanding of brand detachments in the relationship ending process between a customer and brand. Because of their high emotional attachment, brand lover adore their brands and even fervently defend them against all odds.

Yet, some of these relationships break down. This article addresses the question why strong emotional bonds with brands are weakened, and how consumers experience the process of emotional detachment and relationship termination. This study draws theories from marketing, sociology, psychoanalysis and psychology. Theoretical prototypes and models on how to establish and improve relationships with customers used to understand the vital elements required in forming a relationship, assuming an absence of which might contribute to the dissolution of a relationship.

By using narrative inquiry, a relatively new qualitative methodology, is the study of experience understood narratively. It is a way of thinking about, and studying experience. Phenomenological interviews with brand lovers revealed that (1) three types of brand lovers (2) two patterns of brand switching are two main discovers of this study.
論文目次 目錄
第一章 緒論 .............................................. 1
第一節 研究背景與動機........................................... 1
第二節 研究目的................................................. 4
第二章 文獻探討 .......................................... 5
第一節 品牌依戀................................................. 5
第二節 品牌隔離................................................ 12
第三節 品牌轉移................................................ 17
第四節 品牌關係分離相關理論.................................... 23
第五節 品牌愛戀的原型.......................................... 25
第六節 敘說研究................................................ 31
第三章 研究設計與方法 ................................... 38
第一節 研究參與者.............................................. 38
第二節 研究工具................................................ 39
第三節 資料蒐集................................................ 41
第四節 資料整理與分析.......................................... 42
第四章 資料整理與分析 ................................... 46
第一節 個案一:鏡頭中看世界.................................... 46
第二節 個案二:搖滾狂想曲...................................... 56
第三節 個案三:舞願舞悔........................................ 65
第四節 個案四:踏破鐵鞋........................................ 74
第五節 個案五:第二人生........................................ 82
第六節 研究命題推論............................................ 91
第五章 研究討論 ......................................... 92
第一節 研究發現與分析.......................................... 92
第二節 研究命題推論............................................ 97
第六章 結論與建議 ...................................... 100
第一節 研究貢獻............................................... 100
第二節 研究限制與後續研究建議................................. 102
參考文獻 ............................................... 105

表目錄
表 2-1 依戀類型與特徵 ............................................. 6
表 2-2 品牌依戀行為 ............................................. 11
表 2-3 品牌愛戀原型之特徵屬性 ................................... 30
表 3-1 受訪者基本資料 ........................................... 39

圖目錄
圖 2-1 品牌依戀的綜合概念模型 .................................... 8
圖 5-1 品牌愛戀三角模型示意圖 ................................... 92
圖 5-2 品牌轉移模式命題架構 ..................................... 99
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