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研究生： 陳佳佳
Chinchanakarn, Thachawan
論文名稱： The Effect of Self-image Congruence on Rejuvenated Brand among Generation Y Consumers in Thailand: Moderating Effects of Social Personality and Social Context
The Effect of Self-image Congruence on Rejuvenated Brand among Generation Y Consumers in Thailand: Moderating Effects of Social Personality and Social Context
指導教授： 林豪傑
Lin, Hao-Chieh
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 76
外文關鍵詞： Self-image congruence, Generation Y, Rejuvenated Brand, Self-brand connection, Brand Heritage, Self-monitoring, Membership groups
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    • Brand is like human. When time passes by, it gets old. If company ignores the brand’s age problem, the brand may decline or even disappear from the market. As a result, many companies endeavor to make a brand look younger by doing the brand rejuvenation. Although this is not a new issue in business, few studies, if any, have put efforts to examine what factors affect consumers’ attitude toward a rejuvenated brand. This study intends to fill in the gaps in literature.
    Specifically, the research employs the self-image congruence theory to explore the effects of self-image congruence, self-brand connection, and brand heritage on Y-generation consumers’ attitude toward rejuvenated brands. Moreover, by drawing the social contextual concepts, the moderating effects of social personality, i.e. self-monitoring, and membership group are examined as well.
    Research results based on a sample collected from 255 Y-generation respondents in Thailand show that brand heritage exerts a positive effect on favorable attitude toward rejuvenated brand. Moreover, membership group positively moderates the relationships between self-image congruence, as well as brand heritage, and favorable attitude toward rejuvenated brand. The study contributes to the brand literature by empirically examining the rejuvenated brand issue and its antecedents from the perspective of self-brand connection. Implications and limitations are discussed as well.

    TABLE OF CONTENTS ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS IV LIST OF TABLES VIII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Objectives and Contributions. 7 1.3 Research Structure. 10 CHAPTER TWO LITERATURE REVIEW 11 2.1 Theoretical Background: Self-image Congruence Theory. 11 2.2 Definition of Relevant Research Variables. 12 2.2.1 Generation Y. 13 2.2.2 Brand Rejuvenation. 15 2.2.3 Self-image Congruence. 17 2.2.4 Brand Heritage. 18 2.2.5 Self-brand Connection. 18 2.2.6 Self-Monitoring. 19 2.2.7 Membership Groups. 21 2.3 Developments of Research Hypotheses. 22 2.3.1 The Relationship between Self-image Congruence and Favorable Attitude toward Rejuvenated Brand. 22 2.3.2 The Relationship between Self-brand Connection and Favorable Attitude toward Rejuvenated Brand. 23 2.3.3 The Relationship between Brand Heritage and Favorable Attitude toward Rejuvenated Brand. 23 2.3.4 Self-Monitoring as a Moderator. 24 2.3.5 Membership Groups as a Moderator. 25 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26 3.1 Conceptual Framework. 26 3.2 Questionnaire Development and Sampling Plan. 27 3.3 Summary of Hypotheses. 27 3.4 Construct Measurement and Definitions of Variables. 28 3.4.1 Favorable Attitude toward Rejuvenated Brand. 31 3.4.2 Self-image Congruence. 32 3.4.3 Self-brand Connection. 35 3.4.4 Brand Heritage. 37 3.4.5 Self-Monitoring. 38 3.4.6 Membership Groups. 40 3.5 Control Variables. 42 3.5.1 Age. 42 3.5.2 Gender. 42 3.5.3 Income. 42 3.5.4 Profession. 43 3.5.5 Education Level. 43 3.5.6 Marriage Status. 43 3.6 Data Analysis Procedure. 44 3.6.1 Descriptive Statistics Analysis. 44 3.6.2 Confirmatory Factor Analysis and Reliability Test. 44 3.6.3 Common Method Variance. 45 3.6.4 Pearson Correlation Analysis. 45 3.6.5 Hierarchical Linear Regression. 45 CHAPTER FOUR RESEARCH RESULTS 47 4.1 Data Collection. 47 4.2 Descriptive Statistics Analysis. 47 4.3 Confirmatory Factor Analysis. 48 4.4 Reliability and Validity Test. 51 4.4.1 Reliability Test. 51 4.4.2 Validity Test. 52 4.5 Mean, Standard deviation, and Pearson Correlation. 53 4.6 Hierarchical Multiple Regression. 55 4.7 Common Method Variance. 58 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59 5.1 Discussion and Conclusion. 59 5.1.1 Theoretical Implications. 59 5.1.2 Managerial Implications. 61 5.2 Research Limitation and Suggestion for Future Research. 62 REFERENCES 63 APPENDICES 67 Appendix 1: QUESTIONNAIRES (English) 67 Appendix 2: QUESTIONNAIRES (Thai) 72

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