| 摘要(英) |
In recent years, social identity theory has garnered increasing attention in academic research, particularly in exploring its impact on consumer brand loyalty and oppositional behavior. This paper aims to deeply analyze how the brand loyalty of the two technology giants, Apple and Samsung, induces oppositional behavior among consumers, based on social identity theory.
According to social identity theory, an individual’s self-concept partially derives from their identification with a group. In the consumer goods market, when consumers perceive that their characteristics align with a brand’s image, they may develop a sense of brand identification, which is the psychological foundation of brand loyalty. Yoshida and Gordon (2018) noted that social media platforms enhance interactions between consumers and brands, deepening consumers′ sense of community identification with the brand, thereby increasing brand loyalty. Similarly, Kuo and Hou (2017) found that brand identification not only enhances consumer loyalty to their own brand but also potentially provokes aversion or even hostility towards competing brands. These oppositional behaviors are not limited to verbal disputes among consumers but also manifest as negative comments or boycott actions on social media.
This study employs a questionnaire survey method, targeting both general consumers and industry experts, to collect and analyze data. It investigates how Apple and Samsung use social identity theory to consolidate their market positions and stimulate consumer oppositional behavior. The results indicate that consumer brand loyalty is primarily driven by product quality, service satisfaction, and identification with the brand image, while brand identification significantly affects consumer loyalty and oppositional behavior. Apple, through its unique design and high-end market positioning, has successfully attracted a loyal consumer base, whereas Samsung, by emphasizing accessibility through its diverse product range, attracts consumers with varying needs.
Through these analyses, this study aims to provide empirical support for brand management, assisting companies in better understanding and leveraging brand loyalty to promote healthy brand development and positive consumer relationships. |
| 參考文獻 |
1. Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). "Bridging the gap between social media and behavioral brand loyalty." Journal of Marketing Research, 55(4), 567-579.
2. Kuo, Y. F., & Hou, J. (2017). "Oppositional Brand Loyalty in Online Brand Communities: Perspectives on Social Identity Theory and Consumer-Brand Relationship." Journal of Interactive Marketing, 37(3), 68-82.
3. Oliver, R. L. (1999). "Whence Consumer Loyalty?" Journal of Marketing, 63(4), 33-44.
4. Aaker, D. A. (1991). "Managing Brand Equity." Free Press.
5. Reichheld, F. F. (1996). "The Loyalty Effect." Harvard Business School Press.
6. Tajfel, H., & Turner, J. C. (1979). "An Integrative Theory of Intergroup Conflict." In W. G. Austin & S. Worchel (Eds.), The Social Psychology of Intergroup Relations (pp. 33-47). Monterey, CA: Brooks/Cole.
7. Ashforth, B. E., & Mael, F. (1989). "Social Identity Theory and the Organization." Academy of Management Review, 14(1), 20-39.
8. Bhattacharya, C. B., & Sen, S. (2003). "Consumer-Company Identification: A Framework for Understanding Consumers′ Relationships with Companies." Journal of Marketing, 67(2), 76-88.
9. Kim, A. J., & Ko, E. (2012). "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand." Journal of Business Research, 65(10), 1480-1486.
10. Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). "How brand community practices create value." Journal of Marketing, 73(5), 30-51.
11. Lee, Y. K., Kim, S. Y., Lee, I. K., & Kim, H. Y. (2014). "The impact of online brand community type on consumer′s community engagement behaviors: Consumer-created vs. marketer-created online brand community in online social-networking web sites." Cyberpsychology, Behavior, and Social Networking, 17(3), 142-147.
12. Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
13. Fowler, F. J. (2013). Survey Research Methods. Sage Publications. |
[Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit