En un entorno de pandemia, a causa del covid-19, consideramos necesario determinar la relación entre las variables con los servicios de telecomunicaciones, en especial los servicios de telefonía hogar. La presente investigación tiene como objetivo identificar la cercanía del brand image, brand communication, brand attachment y product irreplaceability en relación al brand loyalty en la categoría de telefonía hogar. La investigación será de tipo cuantitativo, con un alcance correlacional y transversal. Las respuestas estarán en una escala de likert del 1 al 7, y en cuanto a la determinación del instrumento se ha considerado que será adaptación. Asimismo, el análisis será por medio de ecuaciones estructurales y el software será PLS. Para este efecto se trabajará con una muestra de 400 personas entre hombres y mujeres que utilicen algún servicio de telefonía hogar. / Due to the Covid-19 virus, we consider it necessary to determinate the relationship between variables with telecommunication services, especially home services. The goal of the following research is to identify the resemblance between the brand image, brand communication, brand attachment, and product irreplaceability with brand loyalty in the home services category. The answers will be on a likert scale from 1 to 7, and as for the determination of the instrument, it has been considered that it will be an adaptation. Likewise, the analysis will be through structural equations and the software will be PLS. This research will have a quantitative type, with a correlational and transversal reach. To achieve this research, we will be needing 400 people between men and women that use a home phone service. / Trabajo de investigación

行銷上，我們可以看到有許多品牌透過與消費者建立關係，來創造其與消費者之間更緊密的連結。這種策略的其中一種做法，便是為品牌塑造一種個性，使品牌與消費者之間建立關聯。而品牌個性的概念乃是基於消費者對於品牌的知覺，將人類的性格與特質加諸在該品牌上。消費者傾向透過在品牌當中尋求自我表達的功能，因此如果個人能夠認同該品牌，將會經驗較高程度的自我概念一致性，從而正向影響他對該品牌在理性和感性上的評估。 時尚產業的服飾、配件等主要產品具有外顯的性質，在消費者使用這些產品的時候，得以藉此表達自我的形象、特質，因此，在時尚產業的行銷當中，品牌與消費者的自我概念一致性被視為扮演重要的角色。然而，時尚產業當中不同的產業位階，如傳統精品、快速時尚，兩者即有諸多面向的不同，在不同位階之間，究竟品牌應塑造與其目標客群在真實自我，或是理想自我上的一致性，才能成功創造消費者對品牌較好的態度，甚至產生情感依附呢？ 本研究旨在分析品牌個性與消費者的真實與理性自我概念一致性在傳統精品、快速時尚品牌之間，是否存有適用性上的差異。研究首先回顧過去相關研究之文獻，了解品牌自我概念領域的研究進程，並探討自我概念一致性類型、時尚產業位階之間的特性，以及消費者在理性與感性上評估品牌的指標。接著訂定研究方向，以人物個性和品牌個性共同組成真實、理想自我一致性的不同情境，從而探討當品牌在提升消費者品牌態度與品牌情感依附時，在傳統精品和快速時尚之情形下，品牌自我概念一致性的適用性各自為何。 本項研究實驗採用情境故事法進行，並以2（人物個性：真實外向理想內向、真實內向理想外向）x 2（品牌個性：外向、內向）x 2（時尚產業位階：傳統精品、快速時尚）的二因子實驗設計，將實驗總共分成八組。 本研究發現，不同的時尚產業位階在真實、理想自我概念一致性並無顯著適用性的差異，反而在整體而言，皆以真實自我概念一致性對於品牌情感依附具有顯著較好的影響。 因此，對於時尚產業之行銷規劃上，無論傳統精品或快速時尚，皆應以其目標客群之真實自我為其設計品牌個性之主要依據，並強調品牌貼近、表達，並能體現消費者之真實狀態與價值，從而成功提升消費者對品牌之情感依附，加深消費者與品牌之心理層面連結。 / In today’s marketing world, it is commonly seen that certain brands are trying to build up relationships with their consumers in order to create a stronger connection with them. Among the many tactics of this strategy is to match the brand’s personality with that of the consumers’, in turn generating a linkage in between. The concept of brand personality is to have the brand endowed with a personality which is usually found in humans. A consumer tends to seek and pursue within the brand the function of self-expression, since if a consumer can identify with the brand, he will experience a higher level of self-congruence, which then leads to positive impacts on his perception and evaluation of that same brand. The conspicuousness of apparels in the fashion industry implies the fact that consumers use these products as a means to express their self-images and personality traits. Therefore, brand self-congruence plays an important role in the marketing of such an industry. Nevertheless, since characteristics vary greatly within the fashion industry due to the existing hierarchy among brands, there remains the question whether a fashion brand should create a personality to fit the actual or ideal self-congruence of its target audience to successfully generate better brand attitude and even form stronger relationships as emotional brand attachment. The objective of this study is accordingly to analyze whether the application of actual and ideal self-congruence differs within the fashion industry. The study first reviews previous literatures related to the topic to understand the progress having been made to date, and researches on the topic of types of self-congruence, the fashion industry, and the predictors of consumer evaluation of brands. The study then moves on to setting the conceptual framework, where scenarios were designed to understand the application of actual and ideal self-congruence of luxury fashion and fast fashion. The study adopts a scenario approach to manipulate self-congruence, and has a 2 (personality of the person: actually extrovert-ideally introvert vs. actually introvert-ideally extravert) x 2 (brand personality: extravert vs. introvert) x 2 (fashion industry: luxury fashion vs. fast fashion) between-subjects full factorial design, generating eight experimental conditions. The study found no significant difference between luxury and fast fashion in terms of the application of two self-congruence types. In contrast, a generally better influence is seen for the actual self-congruence in generating consumer emotional brand attachment. Therefore, the study attempted to suggest that actual self-congruence should be used to build brand personality both for luxury fashion and fast fashion through expressing and performing consumers’ authentic self and value, so as to successfully increase emotional brand attachment which in turn deepens the psychological connection.

Cette thèse étudie la perception de la marque vieille par les consommateurs selon une perspective anthropomorphique de la marque (perception et stéréotypes des personnes âgées). La marque perçue vieille est appréhendée en fonction des caractéristiques qui lui sont associées. Elle est multidimensionnelle et ambivalente (positive ou négative). Cinq études sont menées dans cette recherche. Une étude qualitative exploratoire (étude 1), nous conceptualisons et définissons la marque perçue vieillie, identifions ses dimensions, ses conséquences et ses modérateurs. Trois études quantitatives (études 2, 3 et 4), nous construisons un outil de mesure composé de quatre dimensions : expertise, déclin, intemporalité et entretien. Une étude quantitative (étude 5), nous testons un modèle intégrateur et les hypothèses de la recherche. Les dimensions de la marque perçue vieille ont des effets significatifs sur la nostalgie du consommateur, l’attachement à la marque et la confiance dans la marque. Ces relations sont modérées par l’orientation temporelle vers le passé et l’âge du consommateur, ainsi que le type de vieillissement de la marque (positif versus négatif) / This doctoral dissertation examines the perception of the old brand by consumers from an anthropomorphic perspective of the brand (perception and stereotypes of the elderly). The brand perceived as old is apprehended according to the characteristics associated with it. It is multidimensional and ambivalent (positive or negative). Five studies are conducted in this research. In study 1 which is an exploratory qualitative study (study 1), we conceptualized and defined brand perceived oldness, identified its dimensions, its consequences and moderators. Following that, three quantitative studies (studies 2, 3 and 4) were carried out in which we built a measurement scale consisting of four dimensions: expertise, decline, timelessness and maintenance. Finally, a quantitative study (study 5) was executed to test an integrative model and research hypothesis. The brand perceived oldness dimensions have significant effects on consumer’s nostalgia, brand attachment, and brand trust. These relationships are moderated by consumer’ temporal orientation towards the past and age, and by the type of brand oldness (positive versus negative)

El presente trabajo consiste en un análisis de la relación entre autocongruencia, apego a la marca, y la compra impulsiva. Para el estudio se tomó en cuenta papers relacionados con la compra impulsiva, y cómo se desencadena a través del apego emocional hacia las marcas, lo que hace que los consumidores desarrollan esta conducta. Además, se busca conocer principalmente la influencia de la autocongruencia real e ideal en el apego a la marca, planteando una visión integradora entre los tres conceptos. Esto implica un estudio cuantitativo que abarca realizar 400 encuestas a personas que realizan compras online y offline no planificadas de forma quincenal. / The present work consists of an analysis of the relationship between self-consistency, brand attachment, and impulsive buying. For the study, papers related to impulsive buying were taken into account, and how it is triggered through emotional attachment to brands, which causes consumers to develop this behavior. In addition, it is mainly sought to know the influence of real and ideal self-congruence in the attachment to the brand, proposing an integrating vision between the three concepts. This implies a quantitative study that covers 400 surveys of people who make unplanned online and offline purchases every fortnight. / Trabajo de investigación

En la actualidad, las personas han permitido que las marcas que suelen utilizar entren a sus vidas volviéndose estas fundamentales en la vida diaria. Es por eso, que estas están constantemente pendientes en utilizan diferentes estrategias de marketing para captar la atención y a su vez satisfacer las necesidades de sus consumidores. El apego de marca ha incrementado notoriamente en las personas durante los últimos años, esto se debe a que los consumidores han evolucionado en las decisiones de compras y en sus necesidades. Es decir, que se han vuelto más exigentes. Sin embargo, si estas marcas logran satisfacer dichas necesidades, esta será considerada como la primera opción de los clientes en sus futuras compras. Es por ello que en el siguiente trabajo de investigación se analiza las variables responsables que genera la compra impulsiva. En el mundo moderno el mercado de compra y venta ha cambiado y se ha vuelto más versátil. Lo que antes demoraba horas en ir , buscar , comprar y regresar , ahora eso se reduce en un solo click gracias al internet. Debido esa facilidad y practicidad de adquirir un producto, ha aumentado el consumo al punto de llegar a generar la compra impulsiva por parte de los consumidores. / Nowadays, people have allowed the brands they usually use to enter their lives, becoming these fundamental in their daily life. That is why they are constantly pending in different marketing strategies to capture the attention once they satisfy the needs of their consumers. Brand attachment has increased notably in people in recent years, this is because consumers have evolved in purchasing decisions and their needs. That is, they have become more demanding. However, if these brands manage to meet their needs, this will be considered as the first choice of customers in their future purchases. That is why the following research work analyzes the responsible variables generated by impulsive buying. In the modern world the market for buying and selling has changed and has become more versatile. What used to take hours to go, search, buy and return, now is reduced in a single click thanks to the internet. Due to the ease and practicality of acquiring a product, consumption has increased to the point of generating impulsive purchase by consumers. / Trabajo de investigación

Cette thèse étudie les représentations du passé par les marques et leur effet sur les consommateurs dans le cadre théorique de la distance temporelle. Que se passe-t-il lorsqu’une marque indique sa date de fondation sur un packaging, présente son histoire en page d’accueil du site internet ou fait de son fondateur le personnage central de ses créations publicitaires ? L’objectif de cette thèse est de qualifier ce phénomène, de mieux le comprendre et d’en mesurer les effets cognitifs et affectifs sur les consommateurs. La première partie de la thèse situe ce phénomène par rapport aux recherches sur le rôle du temps en marketing, et plus particulièrement à celles liées au passé comme le marketing rétrospectif, la nostalgie, l’authenticité et la consommation du passé. La seconde partie présente deux études qualitatives et cinq études quantitatives (chapitres 4 à 6) dont les résultats permettent de 1) proposer une nouvelle échelle pour mesurer la perception du patrimoine de marque, 2) démontrer que la mobilisation du patrimoine de marque augmente la distance temporelle entre le consommateur et la marque, 3) montrer que le patrimoine de marque est associé à des bénéfices cognitifs même si la causalité n’est pas vérifiée, et 4) prouver que le patrimoine de marque a un effet sur l’attachement à la marque, uniquement si les consommateurs en sont familiers. Ces résultats contribuent à la recherche sur la gestion de la temporalité de la marque, aux travaux sur le concept de patrimoine de marque, sur les effets cognitifs et affectifs des représentations du passé par les marques, et sur les effets de la distance temporelle dans le passé / This doctoral thesis explores brands’ representations of the past and their effect on consumers in the theoretical framework of temporal distance. What happens when a brand indicates its founding date on a packaging ? Or puts forward its history on its website ? Or uses its founder as the central character in an advertising campaign ? This thesis aims to qualify this phenomenon, to better understand it, and to measure its cognitive and affective effects on consumers. The first part of the dissertation situates this phenomenon with regards to existing research on the role of time in marketing, and most particularly, to the research relating to the past such as retrospective branding, nostalgia, authenticity and the commodification of the past. The second part details two qualitative and five quantitative empirical studies whose results : 1) suggested a new scale to measure the perception of brand heritage, 2) demonstrated that brand heritage increases temporal distance between the brand and its consumers, 3) showed that brand heritage is associated with cognitive benefits although causality is not assessed, and 4) proved the effect of brand heritage on brand attachment for familiar brands. Those results contribute to the research on temporality in brand management, on the concept of brand heritage and its measurement, on the cognitive and affective consequences of brands’ representations of the past, and on the temporal distance on the past

負面事件比正面事件更能達到引起人們注意的效果，然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此，本研究希望能透過調查年輕的品牌手機使用族群，以瞭解負面事件的嚴重性、負面事件的來源可靠性，和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。 本研究發現，當一個品牌被負面事件攻擊時，消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響；而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且，負面事件發生時，消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響，真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道，因為這樣的組合會對消費者產生負面影響最大；而較不需注意的是低風險且來自較不可靠的管道的負面事件組合，因為這樣的組合對消費者產生負面影響最小。 / Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone. In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.