消費者品牌認同可透過品牌聲望、顧客滿意度等因素建立，並提升消費者購買意願，過去研究多聚焦於企業如何提升消費者品牌認同，卻尚未有研究站在消費者角度，了解何種因素會讓消費者在進行購買決策時，強化自身對於品牌的認同。現今網路的興盛讓消費者可輕鬆獲取許多資訊，口碑儼然成為消費者評價產品或品牌的主要來源，每一則對於產品及品牌的評價皆有可能影響到消費者對於品牌的認同以及購買意願。為了深入探討口碑對於消費者品牌認同以及購買意圖之影響，基於自我驗證及自我提升理論，本研究提出一研究模型，正面口碑可透過真實層次及理想層次消費者品牌認同，對於購買意願產生間接影響，並且利用自我概念的多面向性，將消費者品牌認同進一步分為真實層次及理想層次。
此外，一個人對於汽車的選擇可被視為其價值觀、自我形象以及身份地位的展現，因此消費者傾向對於汽車品牌產生認同，透過汽車品牌傳達自身的自我概念。本研究聚焦於汽車產業，針對台灣消費者發放網路問卷，收回有效問卷533份，以結構方程模型驗證假設，研究分析結果如下：
（一）正面口碑對真實層次與理想層次消費者品牌認同皆有正面影響
（二）真實層次及理想層次消費者品牌認同對購買意願皆有正面影響
（三）真實層次及理想層次消費者品牌認同可完全中介正面口碑與購買意願之關係
（四）對於顯眼性商品，相較於理想層次消費者品牌認同，真實層次消費者品牌認同對於購買意願的影響較大

Consumer brand identification can be established by factors such as brand prestige or satisfaction, and it can enhance purchase intention. The prior research only study consumer brand identification from company perspectives, rather than consumer perspectives. Nowadays, as the rise of the internet, word-of-mouth has become an important resource for consumers to evaluate the products or brands. The evaluation of products and brands further influence consumers' purchase intention.

To provide a better understanding of consumer brand identification, this study aims to understand how word-of-mouth influence consumer brand identification and purchase intention. Based on self-verification theory and self-enhancement theory, this study proposed a research model in which positive word of mouth indirectly influence purchase intention through actual and ideal consumer brand identification. According to the multi-dimensionality of self-concept, this study divides consumer brand identification into actual and ideal-level.

Since cars are related to one’s status, consumers can express themselves through the brand of the car, so the car choices are often related to consumer values. Therefore, consumers tend to identify with car brands and to deliver their self-concept through car brands.

With a focus on the automotive industry, this study conducted an online survey on a sample of Taiwanese consumers and collected a total of 533 valid questionnaires. Structural equation modelling was used to test the hypothesized research model. Results indicated that: (1) Positive word-of-mouth has a positive influence on both actual and ideal- consumer brand identification (2) Both actual and ideal consumer brand identification have positive influences on purchase intention (3) Actual and ideal consumer brand identification mediate the relationship between positive word of mouth and purchase intention. (4) In automobile industry, actual-level consumer brand identification has stronger influence on purchase intention than ideal-level consumer brand identification.

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