哀兵訴求必勝？品牌故事與品牌強度對消費者品牌認同與購買意願之影響

Underdog Win? The Influences of Brand Story and Brand Strength on Consumer-brand Identification and Purchase Intentions

本研究採2（品牌故事：哀兵、優勝者）×2（品牌強度：強勢、弱勢）×2（知覺風險：高風險產品、低風險產品）的三因子實驗設計，有效受測樣本為533位大學生，並將之隨機分派到8個實驗情境中。研究發現：一、哀兵品牌故事比優勝者品牌故事能獲得更高的消費者品牌認同；二、品牌強度並不能對消費者品牌認同產生影響；三、品牌故事與品牌強度具有交互作用，相較於強勢品牌，消費者對於弱勢品牌採取哀兵品牌故事時會產生較高的品牌認同；四、知覺風險會顯著干擾品牌故事與品牌強度對消費者品牌認同的影響；五、品牌故事以消費者品牌認同為中介，進而影響購買意願；且消費者品牌認同對購買意願具有正向影響。

This study employed three-factor between-subjects experiment design: 2(brand story: underdog/topdog) ×2(brand strength: stronger brand/low brand)×2(perceived risk: high/low) to examine 533 subjects participated in the experiment. The main results of this study are as follows: 1. In contrast to top-dog brand story, underdog brand story have higher consumer-brand identification. 2. Brand strength isn't effective to consumer-brand identification. 3. There is an interaction between brand story and brand strength when examining their influences on consumer-brand identification. In the situation of underdog brand story, low brand has higher consumer-brand identification effect than stronger brand. While in the situation of topdog brand story, stronger brand has higher consumer-brand identification effect than low brand. 4. The interaction between brand story and brand strength on consumer-brand identification is moderated by perceived risk. 5. The ways of brand story have influences on purchase intentions through consumer-brand identification. And consumer-brand identification has positive influence on purchase intention.