奢華品牌之品牌愛：以臉書愛馬仕精品社團為例

Abstract

情感對品牌來說，至關重要。品牌愛（Brand Love）與消費者的關係，正如同戀人關係一般，像極了愛情！對奢華品牌而言，消費者更在意商品的可被辨識與信任度，著重深度更甚於廣度，在這個什麼事情都很容易被快速模仿與複製的年代，品牌唯有讓消費者從真摯的情感出發，才能找到那個不易被取代的獨特價值。精品品牌消費者喜歡互動、相信使用分享，在意每一個消費行為，能否展現並溝通他們的生活方式。近年使用Facebook社群分享，逐漸成為體驗的重心 （Groups are at the heart of the experience），以凸顯所謂的有意義的互動，品牌愛在精品社團的特別之處便是透過社群傳遞品牌的內涵，UGC內容（User-Generated Content）更加促進消費者對品牌的擁有感，培養忠誠粉絲，也是吸引消費者的關鍵。本研究以次級資料內容演繹分析法，收集Facebook平台上的愛馬仕精品社團資料，進一步探討社員們對奢華品牌愛馬仕的品牌愛，並依據分析整理結果予以印證社群媒體平台上的品牌愛的發展意識所呈現的品牌愛元素及延伸行為，為本研究之主要研究發現。

Emotional attachment is crucial to brands. The connection between brand attachment and consumers is just like the romantic relationship between lovers. When it comes to luxury brands, consumers emphasize the depth rather than the breath, meaning that the identifiability and trustworthiness of the product are the most important factor. In this era when everything can be easily and quickly copied, a brand has to build an intimate emotional connection with the consumers to create an unique value. Luxury brand consumers enjoy interacting with each other and love to share their experiences, as it represents their unique way of living. Consumers making posts on Facebook has gradually become an important part of the luxury experience, and when they share within the dedicated brand-related groups, it helps to spread and solidify brand value. Brand attachment becomes apparent when these user-generated content fosters a sense of community and drive loyalty among members. This is the key to attract consumers.This study primarily utilizes secondary data to conduct deductive analysis. We collect members' posts and comments from the Facebook group to explore the members attachment to the Hermes brand and deduct the effect of brand attachment have on consumer’s behavior.