近年來，因應循環經濟與永續時尚的興起，服飾品牌逐漸開始推動品牌主導的二手衣計畫（Branded Second-hand Programs），將二手服飾納入品牌經營與永續策略之中。然而，過去研究多聚焦於消費者購買二手衣的動機，對於品牌主導二手衣如何影響消費者的品牌評價與情感反應仍缺乏探討。因此，本研究以品牌自豪感（Brand Pride）為核心結果變數，探討品牌二手衣相較於品牌新衣是否能提升消費者的品牌自豪感，並檢驗感知永續性（Perceived Sustainability）與感知品牌傳承（Perceived Brand Heritage）的中介效果，以及調節焦點（Regulatory Focus）的調節角色。以 UNIQLO 為研究情境，本研究採用情境式實驗問卷設計，共蒐集 1,028 份有效樣本。研究結果顯示，相較於品牌新衣，品牌二手衣能顯著提升消費者的品牌自豪感，且感知永續性在產品類型與品牌自豪感之間具有顯著中介效果，顯示消費者會將品牌二手衣視為品牌實踐永續價值的具體行動，進而提升其品牌自豪感。然而，感知品牌傳承的中介效果未獲支持，調節焦點亦未產生顯著調節效果。整體而言，本研究擴展了品牌主導二手衣的研究情境，補充品牌自豪感之前因研究，並透過整合訊號理論與情緒評價理論，說明品牌二手衣如何透過永續價值的感知進一步強化消費者品牌關係。

As circular economy and sustainable fashion gain traction, many brands are launching branded resale programs. However, how these initiatives influence consumer–brand relationships remain under-researched. This study investigates whether branded second-hand clothing generates higher brand pride than new clothing, examining the mediating roles of perceived sustainability and brand heritage, alongside the moderating role of regulatory focus. Using UNIQLO as the context, a scenario-based experimental survey was conducted. The results indicate that branded second-hand clothing generates significantly higher brand pride than new clothing. This relationship is significantly mediated by perceived sustainability, showing that consumers view resale as a concrete commitment to sustainability, whereas the mediating effect of brand heritage and the moderating effect of regulatory focus were not supported. Overall, this study extends the literature on brand-led resale and brand pride by demonstrating how second-hand initiatives strengthen consumer–brand relationships through sustainability-based appraisals.

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