摘要

本研究认为品牌特性是市场人员影响顾客忠诚的重要因素。研究主要目

的在于揭示品牌特性对忠诚度的影响,其中一个子目的在于证实品牌特性对

品牌信任、品牌情感、品牌依附的作用,另外也探讨这些因素在品牌特性与

品牌忠诚之间可能存在的中介作用。本研究通过大量的文献回顾来定义、理

解品牌特性、品牌信任、品牌情感、品牌依附与品牌忠诚这些重要变量。此

外,本研究定义并考察了这些变量之间的关系,将以前关于特性理论和消费

者行为理论方面的研究作为本研究的基础并由此构建模型假设和分析。研究

概念模型以品牌特性为自变量,品牌信任、品牌情感和品牌依附为中介变

量,以品牌忠诚为因变量。为了达到研究目的,本研究在文献基础上自己开

发了包含关键变量的问卷,并验证了问卷信度。来自斯里兰卡的340位摩托

车用户参与了调查。为了验证假设,本研究采用了相关和分层回归分析,通

过SPSS验证中介效应。研究表明品牌特性显著影响品牌信任、品牌情感和

品牌忠诚,而品牌信任、品牌情感和品牌依附显著影响品牌忠诚,品牌信

任、品牌情感和品牌依附中介品牌特性与品牌忠诚之间的关系。在竞争行的

环境下企业的生存完全依赖于顾客对产品和服务的满意度与忠诚。一个强品

牌会给企业带来一些市场优势,增强企业的市场竞争力。强品牌通常是指这

个品牌在被用特性来评价相对于不用特性来评价的时候有令消费者更支持性

响应市场活动的正资产。消费者个人对一个品牌的认同是对强品牌的差异化

响应,从而通过品牌信任、品牌情感、品牌依附与品牌忠诚形成特定的品牌

关系。本研究提出了理论和实践意义,也为学者、政策制定者和企业管理者

提供了几点可行的策略,指出了未来的研究趋势与方向。

关键词:品牌特性,品牌信任,品牌情感,品牌依附,品牌忠诚

华中科技大学博士学位论又

Abstract

This study considered brand personality as the important component for marketers

to determine the loyalty of customers. The prime objective of this study is to find out the

impact of brand personality on loyalty. One of the sub objectives of this study is to test the

brand personality's impacts on brand trust, brand affect and brand attachment, and second

is to explore possible mediating effect of brand trust,brand affect and brand attachment on

the relationship between brand personality and brand loyalty. Extensive review of

literature were conducted to define and understand the brand personality, brand trust,

brand affect,brand attachment and brand loyalty which axe included as important variables

in this study. Further, this research conceptualized and investigated the relationships

among brand personality and brand trust, brand affect, brand attachment and brand loyalty.

Prior research into personality theory and consumer behaviour theories were used as the

basis of this study and to construct model for hypotheses and analysis. Conceptual model

consists brand personality as independent variable, brand trust, brand affect and brand

attachment as mediating variables and brand loyalty as dependent variable. For the

purpose of this study, a self administered questionnaire including reliable measures of key

variables was developed based on the literature and reliability of the questionnaire was

confirmed. 340 respondents were participated in the survey from motorbike users in Sri

Lanka. Correlation and hierarchical regression analysis were used to test the hypotheses.

In addition,the mediating effect of the variables tested with the process tool in SPSS to

confirm these effects. The study found that brand personality significantly impacts on

brand trust, brand personality significantly impacts on brand affect, and brand personality

significantly impact on brand loyalty. In addition,brand trust significantly impacts on

brand loyalty, brand affect significantly impacts on brand loyalty, brand attachment

significantly impact on brand loyalty. Furthermore, the brand trust mediated the

relationship between brand personality and brand loyalty, brand affect mediated the

relationship between brand personality and brand loyalty, and brand attachment mediated

the relationship between brand personality and brand loyalty. In the competitive world

survival of the business completely depends on the customer satisfaction and their loyalty

towards product and services. A strong brand could lead to different marketing advantages