探討制定儀式對品牌愛的影響：以共鳴感為中介變數

Abstract

本研究旨在探討新創品牌透過制定儀式對品牌愛的影響。過去的研究大多針對成熟品牌，對於儀式對新品牌的影響了解有限。近年來，品牌愛的研究開始備受重視，但其前因卻常被忽略。綜上述原因，本研究以新創品牌為背景，探討制定儀式作為一個新的前因。近年來，許多品牌將儀式融入市場營銷，本研究欲提供新創品牌打造儀式感的新視角，因此提出制定儀式對品牌愛具有重要影響，實驗一中將透過無儀式跟有儀式的實驗設計，並證實新創品牌透過儀式作為營銷手法是否能夠影響品牌愛。實驗二在儀式的情境下加入共鳴感作為中介變數將共鳴感主要分為認知跟情感，深入探索有效的儀式能讓消費者在體驗後產生認知和情感上的共鳴，並證實消費者對儀式的共鳴感越正向且強烈，將產生更積極的顧客參與，進而影響對品牌愛的產生。最後，本研究為了提供新創品牌更明確的方向的去制定儀式，在實驗三中，將制定儀式的設計構面細分為儀式物品、儀式腳本和儀式表演者等三種情境，並通過系統性的測試和探索，深入分析新創品牌儀式制定的構面對於顧客參與進而產生品牌愛的影響，我們發掘在新創品牌在制定儀式中，儀式物品為最關鍵的要素、再來是儀式表驗者，最後才是儀式腳本的設計，從實務角度為新創品牌的儀式制定提供了具體的指導。This study aims to investigate the impact of establishing rituals on brand love for new startup brands. Previous research has primarily focused on mature brands, limiting our understanding of the influence of rituals on new brands. In recent years, there has been increasing attention on the study of brand love, but its antecedents have often been overlooked. Therefore, this study focuses on new startup brands and explores the establishment of rituals as a new antecedent. Many brands have started incorporating rituals into their marketing strategies, and this study seeks to provide a new perspective on creating a sense of rituals for new startup brands. It proposes that the establishment of rituals has a significant impact on brand love and conducts Experiment 1 to examine whether using rituals as a marketing tactic can influence brand love. In Experiment 2, resonance is introduced as a mediating variable in the context of rituals, with resonance being categorized into cognitive and emotional dimensions. The study delves into the exploration of effective rituals that can generate cognitive and emotional resonance in consumers after the experience. It further confirms that the more positive and intense the resonance towards rituals, the greater the level of active customer engagement, ultimately affecting the degree of brand love. Finally, in order to provide new startup brands with a clearer direction for enacting ritual, this study, in Experiment Three, further breaks down the design dimensions of ritual into three scenarios: ritual artifacts, ritual scripts, and ritual performers. Through systematic testing and exploration, it delves into analyzing how the dimensions of ritual formulation for new startup brands impact customer engagement and subsequently foster brand love. This research uncover that, in the process of devising rituals for new startup brands, ritual artifacts emerge as the pivotal element, followed by ritual performers, and finally, ritual script design. This offers practical guidance for the enacting ritual of new startup brands.