實驗結果顯示「炫耀行為」會負向影響消費者的品牌態度；而不同奢侈品牌對於品牌識別與品牌態度有顯著差異；當奢侈品牌的品牌識別愈高時，消費者的品牌態度也就愈高；當消費者對於該品牌的自我概念愈高時，消費者的品牌態度也就愈高，本研究依據實驗結果提出實務建議，企業的行銷策略不可誇大炫耀，或採取另一個角度詮釋品牌產品，企業須持續強化與保持品牌識別，因為它會反映公司的核心價值與策略，企業也必須有效地經營顧客關係，以提升消費者的品牌態度。 ;Due to the globalization trend, customer has more chance to buy luxury brand. The transaction amount of luxury brand reaches to 2170 billion in 2013. A Customer believes luxury brand is a symbol of high status and high reputation. In the impact of conspicuous psychological, customer tends to show off their behavior to attract attention and get social status and praise. Conspicuous behavior affects others’ reputation and attitude to luxurious brand. This study discusses about the impact of attitude based on luxury brands and conspicuous behavior.
Past studies show that a lot of factors influence consumer brand attitudes, but these studies don’t integrate the factors of conspicuous behavior and brand attitudes. This study integrated these two factors and classified the factors to "brand identity" and "self-concept". Brand identity is defined as the features and ieads of position and value. Self-concept is defined as building up the personal feelings of self-perception and behavior. According to these factors, this study explores the brand identity and self-concept as the moderators to the influence of brand attitudes.
This study uses questionnaire as experimental method. Through the questionnaire, the study discusses about whether the conspicuous behavior and luxury brand will negatively affect consumer′s brand attitude and uses brand identity and self-concept as adjustment variables. The study explores the brand identity and self-concept for the influence of brand attitudes.
The results show that the conspicuous behavior will negatively affect consumers′ brand attitude. The difference of luxury brand has significant differences in brand identity and brand attitude. The higher the brand recognition and self-concept, the higher the customer’s brand attitude. According to the results, company market strategy can’t be exaggeration or using different view to show their product. Company needs to enhance and keep their brand recognition because brand recognition reflects the company′s value and strategy. Company must effectively manage their customer relationship in order to enhance consumer brand attitude.
