隨著汽車市場趨於飽和且競爭更加激烈，汽車製造商如何迅速應對市場的動態變化並保持其優勢對於他們在競爭中生存至關重要。本研究的目的是通過設計測試模型來檢驗汽車市場之男性和女性品牌個性、品牌價值、產品參與度、客戶品牌識別和品牌熱愛。研究結果可幫助汽車製造商從品牌性別的角度更完善地了解他們在市場中的定位，以優化調整其營銷策略，進而改善客戶對其品牌的喜愛。

As the automotive market is getting more challenging and saturated, how fast the car makers can respond to the dynamic changes and maintain their advantages become very crucial for them to survive in the competition. The object of this paper is to come up with a new perspective of discussing and understanding the relationship of automotive brand gender and brand love by designing a test model to examine the links among masculine and feminine brand personality, brand value, product involvement, customer-brand identification, and brand love. The results are expected to provide automotive makers a better understanding about their positioning in the market from the perspective of brand gender to fine-tune or tweak their marketing strategies to achieve higher customer love to their brands.

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