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。

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.

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

參考文獻
1.	Aaker, J. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, Vol. 34(3), 347-357.
2.	Atkinson, R. (1988). The life story interview. Thousand Oaks, CA:Sage.
3.	Anderson, J.C.-Narus, J.A. (1990) A model of distributor firm and manufacturer firm working partnerships In: Journal of Marketing Volume 54, No.1, 42-58.
4.	Assael, Henry(1987), “Consumer Behavior and Marketing Action” ,3thed., Bostion: Kent.
5.	Bowlby, John (1973), Attachment and Loss: Vol. 2. Separation: Anxiety and Anger. New York: Basic Books.
6.	Bruner, J. S. A Tribute to Roman jdkdbson. Berlin: Walter de Grujrter, 1983.
7.	Bolton, Ruth N. 1998. “A Dynamic Model of the Duration of the Customer’s RelationshipWith a Continuous Service Provider: The Role of Satisfaction.” Marketing Science 17 (1): 45-65.
8.	Bogomolova, S, Villani, C & Kapulski, N, (2010), 'A lifetime of consumer brand experiences: A grounded theory approach', Proceedings of the 24th Annual Australian and New Zealand Academy of Management Conference (ANZAM 2010), 1-13,
9.	Babad, Elisha (1987), “Wishful Thinking and Objectivity among Sports Fans,” Social Behavior, 2 (4), 231-240.
10.	Clandinin, D. J. & Connelly, F. M. (1998). Personal experience methods. In N. Denzin & Y. Lincoln (Eds.), Collecting and interpreting qualitative materials. Thousand Oaks, CA: Sage. 150-178.
11.	Cohen, Joel B. and Americus Reed II (2006), ”A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment, “Journal of consumer Research (2006), 33(1), 1-15
12.	Crosby, Evans, &Cowles, . "Relationship QualityinServicesSelling: An Interpersonal Influence Perspective", Journal of Marketing, (July 1990), 68-81.
13.	Dywer, F. R., Schurr, P. H., Oh, S. Developing Buyer-Seller Relationships. Journal of Marketing,1987,(51), 11-27.
14.	Fajer, M.T. and Schouten, J.W. (1995), “Breakdown and Dissolution of Person-Brand Relationships,” Advances in Consumer Research, Vol. 22, (1), 663-667.
15.	Fishbein, M., & Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological Review, 81, 59-74.
16.	Fournier, S. (1998), “Consumer and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Vol. 24(4), 343-373.
17.	Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, January, 1-21.
18.	Festinger, L. and Carlsmith, J. M. (1959) Cognitive consequences of forced compliance, Journal of Abnormal and Social Psychology, 58, 203-211.
19.	Gurviez P. (1998), La confiance du consommateur dans la marque : conceptualisation, mesure et management, Actes du XIVème Congrès de l’Association Française du Marketing, Bordeaux, 73-76.
20.	Gross, B. and Sheth, J.N. (1989), “Time-oriented advertising: a content analysis of magazine advertising”, Journal of Marketing, Vol. 53 No. 4, pp. 76-83.
21.	Hinde, R.A. (1979), Towards Understanding relationships. 1sted. London: Academic Press.
22.	Hazan, Cindy and Phillip R. Shaver (1987), “Romantic Love Conceptualized as an Attachment Process,” Journal of Personality and Social Psychology, 52, 511-524.
23.	Johnson, Dennis and Caryl E. Rusbult (1989), “Resisting Temptation: Devaluation of Alternative Partners as a Means of Maintaining Commitment in Close Relationships,” Journal of Personality and Social Psychology, 57 (6), 967.
24.	Jones, T. & E. Sasser, (1995), Why Satisfied Customers Defect? , Harvard Business Review, 73 (6), 88-99.
25.	Jones, Thomas O. and W. Earl Sasser, Jr. (1995), "Why Satisfied Customers Defect," Harvard Business Review , 73 (November-December), 88-99.
26.	Kozinets, Robert (2001), “Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption”, Journal of Consumer Research, 28 (1), 67-89.
27.	Keaveney, S. M., Parthasarathy, M., 2001. Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. Academy of Marketing Science Journal 29 (4), 374-390.
28.	Kordupleski, Ray, Roland T. Rust, and Anthony J. Zahorik (1993), “Why Improving Quality Doesn’t Improve Quality,” California Management Review, 35 (Spring), 82–95.
29.	Krugman, H. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29, 349-356.
30.	Levitt, T. (1983), The Marketing Imagination. New York, NY: Free Press.
31.	Lacoeuilhe J. (2000), Le concept d’attachement : contribution à l’étude du rôle des facteurs affectifs dans la formation de la fidélité à la marque, Thèse de doctorat en Sciences de Gestion, Université Paris XII Val de Marne, Créteil.
32.	Lopez, J. P. M., Redondo, Y. P., Olivan, F. J. S., 2006. The impact of customer relationship characteristics on customer switching behavior. Managing Service Quality 16 (6), 556-574.
33.	Levenson, R.W. and Gottman, J.M. (1985) “Physiological and Affective Predictors of Change in Relationship Satisfaction,” Journal of Personality and Social Psychology, Vol.49(1), 85-94.
34.	Mick, David Glen and Michelle DeMoss (1990), “Self-Gifts: Phenomenological Insights from Four Contexts,” Journal of Consumer Research, 17 (3), 322-332.
35.	Mikulincer, Mario (1995), “Attachment Style and the Mental Representation of the Self,” Journal of Personality and Social Psychology, 69, 1203-1215.
36.	Markus, Hazel and Paula Nurius (1986), “Possible Selves,” American Psychologist, 41 (9), 954-969.
37.	McCullough, Michael E., K. Chris Rachal, Steven J. Sandage, Everett L. Worthington, Jr., Susan Wade Brown and Terry L. Hight (1988), “Interpersonal Forgiving in Close Relationships: II. Theoretical Elaboration and Measurement,” Journal of Personality and Social Psychology, 75, 1586-1603.
38.	Meyer, J. P., & Allen, N. J. (1984). Testing the side-bet theory of organizational commitment: Some methodological considerations. Journal of Applied Psychology, 69, 372-378.
39.	Mano, H. Author: Oliver, R. JOURNAL: The Journal of consumer research, 20(1993), 451 - 466.
40.	Muller, 1991. Muller, M. J. (1991). PICTIVE: An exploration in participatory design. Proceedings of CHI 91, 225-231.
41.	Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships." Journal of Marketing 57, no. 1 (January, 1993): 81-101.
42.	MORGAN, R.; T. CRUTCHFIELD and R. LACEY (2000) "Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs". Thorsten HENNIG-THURAU and Ursula HANSEN (eds.) Relationship Marketing, Berlin: Springer, 71-87.
43.	O’Guinn, Thomas (1991), “Touching Greatness: The Central Midwest Barry Manilow Fan Club,” in Highways and Buyways”, Naturalistic Research from the Consumer Behavior Odyssey, 102-111.
44.	Polkinghorne, D. (1988). Narrative knowing and the human sciences. Albany: State University of New York Press. 
45.	Perrin-Martinenq, D. (2004), “The Role of Brand Detachment on the Dissolution of the Relationship between the Consumer and the Brand,” Journal of Marketing Management, Vol. 20(9/10), 1001-1023.
46.	Parasuraman and Zeithaml, "Ten Lessons for Improving Service Quality," Marketing Science Institute, May 1993, Report No. 93-104.
47.	Thomson, Matthew, MacInnis, Deborah J. and C. Whan Park (2005), “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachment to Brands,” Journal of Consumer Psychology, 15 (1), 77-91.
48.	Rajeev Batra, Aaron Ahuvia, & Richard P. Bagozzi (2012), “Brand Love,” Journal of Marketing, Vol. 76(1), 1-16.
49.	Richins, M.L., Bloch, P.H.,1986. After the new wears off: the temporal context of product involvement. Journal of Consumer Research, 3 (September), 280-285.
50.	Robertson, T. S.(1984), “Consumer Behavior, ”Glenview III: Scott, Foresman, 63-64.
51.	Rosen, E. (2000), The Anatomy of Buzz: Creating Word-of-Mouth Marketing. 1st ed. London: Profile Business.
52.	Selnes (1993). An Examination of The Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 27, 19-35.
53.	Szymanski, D.M., & Henard, D.H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29 (1), 16-35.
54.	Stenkamp, J-B. E. M., & Van Trijp, H. C. M. (1996). Quality guidance: A consumerbased approach to food quality improvement using partial least squares. European Review of Agricultural Economics, 23, 195-215.
55.	Sharma, N. and P.G. Patterson, “The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”, The Journal of Services Marketing, Vol. 13, No. 2 (1999), 151-170.
56.	Sherif, Muzafer&Cantril, Hadley(1947). The psychology of ego-involvements, social attitudes & identifications. Wiley publications in psychology. (3), 525.
57.	Seiders K, Berry LL. Service fairness: what it is and why it matters. AcadManage Exec 1998 (2), 8-20.
58.	Sarbin, T. R. (1986). The narrative as a root metaphor for psychology. In T. R. Sarbin (Ed.), Narrative psychology. pp. 3-21.
59.	Van Lange, Paul A. M., Carly E. Rusbult, Stephen M. Drigotas, Ximena B. Arriaga, Betty S. Witcher and Chante L. Cox (1997), “Willingness to Sacrifice in Close Relationships,” Journal of Personality and Social Psychology, 72, 1373-1396.
60.	Zaichkowsky, J. L., “Measuring the Involvement Construct”, Journal of Consumer Research, Vol. 12, December 1985, pp. 341-352.