競爭激烈的市場上，產品差異化不再是銷售萬靈丹，廠商愈來愈注重維持與現有客戶的關係。關係行銷時代，企業想與其目標客戶建立緊密之關係，而「品牌」就是用來連結企業與顧客間之橋樑。品牌最重要的任務是與消費者建立關係，成功的品牌可以和顧客建立緊密關係。 / 本論文之研究目的在於探討訂價策略符合品牌關係規範與否，會如何影響消費者對訂價策略與品牌整體之評價。研究採用2x2實驗設計的方式，測試在不同關係情境（共榮關係、交易關係）及不同訂價方案（收費、不收費）下，消費者對該品牌之評價有何差異。研究發現品牌訂價方案違犯品牌關係規範時，消費者會給予品牌較差之評價。建議與客戶建立品牌關係後，企業一切活動需要密切遵守關係規範。廠商要努力維護良好品牌關係，進行遵守品牌關係規範之訂價方案與品牌活動。企業唯有密切遵守與顧客間應有之關係規範，這樣才能增加顧客對品牌之信任。企業應同時採取關係行銷策略，讓消費者願意跟品牌建立更親密之關係，甚至進而成為品牌之忠誠客戶。企業需維持忠誠顧客群之穩定度，並建立顧客資料庫，以便企業對其目標市場之客戶需求有更深入的認識，即時推出差異化產品滿足顧客需求，同時提升為消費者創造價值的能力。 / In the competitive market where product differentiation wouldn’t guarantee sales, companies care more about the relationships with their customers. At the age of relationship marketing, “brand” is the bridge to connect with the customers. Building relationship with the consumers is an important function of the brand. / The result of the experiments shows that a pricing strategy that is in violation of a relationship norm leads to a poorer evaluation by the consumers relative to the strategy that conforms to the relationship norm. People in a communal relationship evaluate the brand and its actions more positively when the action is in keeping with communal norms than when the action is in violation of communal norms.It’s suggest that once the brand build the relationship with their customers, in order not to hurt the relationship the brand’s actions should firmly comform to the brand relationship norms. Norm violation will cause consumer’s negative evaluation toward our brand. And consumers’ responses wew not limited to the specific brand’s action but extended to their overall brand evaluations as well. Companies should maintain the comformity between brand actions and their relationship norms which can keep the long-term relationship with the customers.

本研究基於關係行銷以及品牌之重要性，以品牌關係作為研究切入角度，試圖補足在關係行銷研究中被忽略的另一端—消費者端的觀點。本研究從研究者的自身經驗出發，發現一群熱愛知名度不高、且單價昂貴的銀飾品—Chrome hearts，此種購買行為在旁人眼中是十分難以理解，本研究欲還原消費者眼中所見的意義，以深入瞭解造成此種購買行為的歷程與意涵。 本研究採取質性研究中深度訪談作為資料收集的方法，以現象學方法進行資料分析，研究者先對自身進行詳實的反思，在瞭解自身的狀態之後進入對受訪者的分析。結果發現，這些喜歡Chrome hearts的受訪者共有六大主題浮現，分別是消費特性、對銀飾的鑑賞、品牌對消費者的意義、購買原因、購買行為、個人風格。研究者並據此將受訪者與Chrome hearts的關係釐出三種典型故事，分別是：自我表現、工藝極致與時尚追求，此外，在時尚追求的典型故事中發現消費者與品牌之間的關係內容會隨著消費者與品牌建立關係的時間長短而有所變化，而此部份是先前研究並未發現的，值得日後品牌關係的相關研究予以重視，並進一步研究。

現今的零售市場日趨多樣化與細密分割、消費者資訊超載的情況嚴重，傳統行銷溝通工具的效果已不復以往。體驗經濟的倡導者Gilmore and Pine(2008)認為，相對於廣告所創造的虛假體驗，營造引人入勝的消費場所，是當今企業展現真實體驗、促發消費慾望的重要手段。而旗艦店，儼然成為當今企業創造獨特品牌體驗的重要策略，形成一種跨國界、跨產業的趨勢。 過去旗艦店研究多以企業經營的立場，就成本、獲利等傳統管理觀點，探討旗艦店的設立對企業端的影響。較少從消費者體驗的觀點，瞭解旗艦店的品牌性功能，也少有研究試圖從體驗行銷的面向來分析旗艦店。因此，本研究則試圖從消費者的觀點出發，藉由探討旗艦店與其他商店型態間的差異之所在。本研究選擇以Apple與SONY兩大3C品牌做為研究對象，檢視台灣現有3C品牌旗艦店在消費體驗上的優勢與影響，並進一步探究旗艦店體驗行銷優勢對品牌關係品質的影響效果。 本研究的主要目的有三：(1) 釐清旗艦店的本質；(2) 探討旗艦店與非旗艦店在體驗行銷構面上的差異；以及(3) 探討旗艦店與非旗艦店的體驗行銷差異，是否對品牌關係品質造成影響。 研究結果發現，雖然學術界企圖對旗艦店概念提出完整明確的界定，但是實務層面，旗艦店仍舊是以企業主觀認定為準，無論在形貌或規模上皆存在差異，因此難以在消費者心中形成具體的想像，與學術研究中的定義也有若干程度的落差。而針對兩個案品牌旗艦店(Studio A生活體驗旗艦店、SONY 101旗艦店)體驗行銷的檢證，則顯示兩個案旗艦店無論在體驗媒介或體驗形式構面，都未達到過去研究所指陳的絕對性優勢，尤其與同等級門市的差異性過小，無法呈現所謂的旗艦特性。然而，本研究亦發現，商店體驗行銷確實會對品牌關係品質造成正向影響，因此本研究認為，無論是否掛上旗艦店的招牌，優化商店元素(空間、商品、服務)、強化體驗感受，絕對是企業提升品牌關係時的重要策略。

本研究搜集299份線上問卷，以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現，品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關，但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關，並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 / This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship.

本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響，前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入，探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意，以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺（情人眼裡出西施）現象是否也會出現在品牌關係，藉由驗證品牌愛慕者對品牌評價的理想化，說明品牌愛慕的感性影響機制。 研究一透過質化研究發掘維繫品牌關係的關鍵，兩階段研究共訪談27位受訪者，分析結果發現要讓消費者忠於品牌，光靠顧客滿意是不夠的，還要讓消費者對品牌產生愛慕，方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性，藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗，實證結果顯示：（1）品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數，顧客滿意則是體驗價值對行為忠誠的完全中介變數。（2）品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。（3）功能與象徵價值對品牌愛慕有顯著的正向影響，體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激，探究其對智慧型手機品牌評價的影響，以大學生為受測對象，得到315份完整樣本，研究發現：（1）過去研究認為正向幻覺僅存在於人際關係中，本研究發現正向幻覺可適用於顧客品牌關係。（2）相較於低品牌愛慕者，高品牌愛慕者對品牌的評價存在理想化的現象。（3）高品牌愛慕者會放大正向事件的認知重要性與頻率，並淡化負向事件的頻率。最後，參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。

Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed. This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands. The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different. These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters. Key Word: Character, Character brand, brand management, brand-customer relationship / Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed. This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands. The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different. These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters. Key Word: Character, Character brand, brand management, brand-customer relationship

While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.