功能性與象徵性品牌概念對品牌關係之影響

Effects of Functional and Symbolic Brand Concept on Brand Relationship

本文旨在探討品牌概念對品牌關係之影響。品牌概念可分為功能性概念與象徵性概念；而品牌關係是指消費者與品牌彼此的關係，品牌關係從四方面衡量，即承諾、親密、滿意與自我連結。本研究透過問卷調查收集資料。結果發現象徵性概念對品牌關係之承諾、親密、滿意與自我連結皆有正向效果，而功能性概念則僅對滿意具有正向效果。

The present study focuses on the effects of brand concept on brand relationship. Brand concept includes functional concept and symbolic concept. Brand relationship is referred to the idea that consumers and brands can relate to each other. Brand relationship was measured with four indicators: commitment, intimacy, satisfaction and self connection. Data were collected with a survey. The results indicate that symbolic concept has positive effects on all of the four indicators of brand relationship, while functional concept only has a positive effect on satisfaction.