品牌一致性、情感性品牌依附與品牌忠誠度間關係之探討 - 以流行音樂獨立歌手品牌個性為例

Abstract

本研究的主要目的為檢驗六個新開發的流行音樂品牌的品牌一致性 (BC)、情感性 品牌依附 (EBA) 和品牌忠誠度 (BL) 之間的關係。基於行銷文獻中很少討論品牌一致性 與這兩個變量之間的聯繫。本研究採用自上而下(作為品牌設計師)和自下而上(消費者 感知)的視角來設計品牌，並通過測量品牌個性量表評估消費者的反應。該量表已被多種 品牌與產業廣泛使用數十年，然而關於流行音樂藝人品牌的應用仍然不常見。本研究使用 SmartPLS 和 SPSS 評估品牌一致性、情感性品牌依附和品牌忠誠度之 間的關係，並進行相關與回歸分析。結果表明，品牌一致性在對情感性品牌依附、品牌忠 誠度兩變量產生積極影響方面顯示出統計顯著性，並且與這兩個變量均呈正相關。此外， 本研究新確定了關於流行音樂藝人品牌的典型 BP 維度。最後，本研究為音樂製作人、行 銷人員和從業者提供了一種全新的科學方法來建立、分析和監控他們的品牌，以最大限度地提高消費者認知和市場反應。The primary purpose of the study was to examine the relationship between brand consistency (BC), emotional brand attachment (EBA), and brand loyalty (BL) in six newly developed pop music brands, as the links between brand consistency and the two variables were rarely addressed in the existing literature on brand marketing. Both top-down (as a brand designer) and bottom-up (consumer perception) perspectives are adopted to design the tested brands and assess consumer perceptions measured by the Brand Personality Scale, a tool extensively used by various brands and industries but seldom applied to pop music brands.The associations between BC, EBA, and BL were evaluated via correlation and regression analyses using SmartPLS and SPSS. Study results find BC statistically significant in positively influencing EBA and BL and marked with positive correlations with both variables. Moreover, a common BP dimension in pop music brands has been identified. The study can be expected to provide music producers, marketers, and practitioners with a novel scientific method for building, analyzing, and monitoring theirbrands to achieve expected consumer perceptions and to optimize market response.