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研究生： 杜希敏
Thuy, Do Thi Minh
論文名稱： Moving from Utilitarian to Symbolism in Apparel Branding – A WEAVISM Case
Moving from Utilitarian to Symbolism in Apparel Branding – A WEAVISM Case
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 104
外文關鍵詞： Brand message, Corporate social responsibility, Consumer functional attitude, Self-Brand Connection, Brand authenticity
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    • In response to the changing lifestyle in fashion consumption, WEAVISM, a newly developed brand by Hermin, positions itself as a neo-luxury-slow-fashion brand to be differentiated from the prevalent luxury-fast-fashion trend. In addition, consistent with Hermin’s mission as a responsible corporation, WEAVISM is committed to promote Taiwanese textile industry wide innovation, and feedback to less advantaged groups in Taiwan. This thesis, built on functional attitude theory, conducts a 2 X 2 X 2 experimental study to investigate the effective brand communication strategy that enhances WEAVISM brand authenticity and strengthens consumer-brand connection. The results reveal that neo-luxury ideology (as opposed to functional attributes), and donation CSR message (as opposed to promoting Taiwanese textile innovation identity) are more effective to build consumer self-brand connection. Brand authenticity is perceived stronger for symbolic consumers when either neo-luxury message paired with advocating Taiwanese textile innovation identity, or functional benefits message paired with donation CSR message. However, for utilitarian-oriented consumers, only donation message alone influences authenticity.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.1.1 Textile and Apparels Industry in Taiwan and the Trend of Moving from Utilitarian to Symbolic. 1 1.1.2 Hermin Textile and WEAVISM Apparels Brand. 3 1.2 Research Objectives. 5 1.3 Research Procedure. 6 CHAPTER TWO LITERATURE REVIEW 8 2.1 Theoretical Background. 8 2.1.1 Functional Theory of Attitudes. 8 2.1.2 Brand Authenticity. 10 2.1.3 Corporate Social Responsibility. 11 2.2 Literature Review and Hypotheses Development. 12 2.2.1 Effect of Brand message on Self-Brand Connection. 12 2.2.2 Effect of Corporate Social Responsibility (CSR) on Self-Brand Connection. 13 2.2.3 Interaction Effects of Brand message and CSR message on Brand Authenticity and CSR Perception for Symbolic Consumers. 15 2.2.3 Effects of Brand message and CSR message on Brand Authenticity and CSR Perception for Utilitarian Consumers. 16 2.2.3 Effects of Self-Brand Connection, Brand Authenticity, and CSR message on Brand Attitude/Purchase Intention. 17 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18 3.1 Conceptual Model. 18 3.2Hypotheses to be Tested. 19 3.3 Experimental Design. 19 3.4 Manipulation. 21 3.4.1 Brand message Manipulation (Two Themes). 21 3.4.2 CSR message Manipulation (Two Types). 21 3.5Measurements. 21 3.6 Data Collection and Analysis. 22 3.6.1 Sampling Plan and Data Collection. 22 3.6.2 Data Analysis. 22 CHAPTER FOUR RESEARCH RESULTS 24 4.1 Respondents’ Characteristics. 24 4.2 Descriptive Statistical Analysis. 27 4.3 Factor Analysis and Reliability Test. 30 4.4 ANOVA –Test of Between-Subjects Effects and Simple Effect Analysis. 35 4.4.1 Impact of Brand Message, CSR Message, and Consumer Functional Attitude on Self-Brand Connection. 35 4.4.2 Impact of Brand Message, CSR Message, and Consumer Functional Attitude on Brand Authenticity. 38 4.4.3 Impact of Brand Message, CSR Message, and Consumer Functional Attitude on Perceived CSR. 53 4.5 Regression Analysis. 59 4.5.1 Regression Results of Self-Brand Connection, Brand Authenticity, and Perceived CSR to Predict Brand Attitude. 61 4.5.2 Regression Results of Self-Brand Connection, Continuity, Originality, Naturalness, and Perceived CSR to Predict Brand Attitude. 62 4.5.3 Regression Results of Self-Brand Connection, Brand authenticity, and Perceived CSR to Predict Purchase Intention. 64 4.5.4 Regression Results of Self-Brand Connection, Continuity, Originality, Naturalness, and Perceived CSR to Predict Purchase Intention. 65 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 69 5.1 Discussion and Conclusion. 69 5.1.1 Conclusion on Research Design and Process. 69 5.1.2 Conclusion on ANOVA Results. 69 5.1.3 Conclusion on Regression Results. 72 5.2 Research Contributions and Managerial Implications. 73 5.2.1Theoretical Contributions. 73 5.2.2Managerial Implications. 75 5.3 Limitations, and Future Researches. 77 REFERENCES 79 APPENDICES 82 Appendix 1: Measurements for Constructs. 82 Appendix 2: Questionnaire Type 1 ( Brand message: Functional attributes; CSR message: Donation) 84 Appendix 3: Questionnaire Type 2 (Brand message: Functional attributes; CSR message: Advocating Taiwanese brand identity ) 89 Appendix 4: Questionnaire Type 3 (Brand message: Neo-luxuryIdeology; CSR message: Donation) 94 Appendix 5: Questionnaire Type 4 (Brand message: Neo-luxury Ideology; CSR message: Advocating Taiwanese brand identity) 100

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