在過去研究品牌關係、品牌認定吸引力比較少有學者從連鎖咖啡店來去做研究，因此本研究參考Hee Jung, Lee&Myung Soo, Kang(2012) 把的品牌關係品質歸類為品牌信任、品牌承諾的概念與Bhattacharya and Sen(2003)所提出的顧客公司認同的概念，而本研究將Bhattacharya and Sen(2003)所提的顧客公司認同的概念轉換到品牌上，探討最終是否會影響到品牌忠誠度。
本研究以15歲以上北部、中部、南部 (台北、台中、高雄)常去台灣前三大的連鎖咖啡店(85度C、星巴克、路易莎咖啡)的消費民民眾做為抽樣的對象，總共有477份樣本進行統計分析，經由資料驗證關係所得出的結果為以下:
一、品牌體驗對品牌認定吸引力有顯著正面的影響
二、品牌體驗對品牌關係品質沒有顯著正面的影響
三、品牌認定吸引力對品牌認同有顯著正面的影響
四、品牌關係品質對品牌忠誠度有顯著正面的影響
五、品牌認定吸引力對品牌關係品質有顯著正面的影響
六、品牌認同對品牌關品質係沒有顯著正面的影響
七、品牌認同對品牌忠誠度有顯著正面的影響

In the previous of brand relationship, brand idenity attractiveness research, fewer researchers have put the focus on the chained coffee store industry, so in this study ues Hee Jung, Lee&Myung Soo, Kang(2012) brand relationship quality(brand trust and brand commitment) and use Bhattacharya and Sen(2003) present “customer-company identification,(CCI).To research how to affect brand loyalty.
Related to that up to 15 years old had chained coffee store experience(85°C, Starbucks, Lousia Coffee) for consumers in north, middle and south Taiwan (Taipei, Taichung and
Kaohsiung). Have a total of 477 valid samples for analysis. The result of this study show that:
1.The brand experience has significant positive effect on brand identity attractiveness.
2.The brand experience has not significant positive effect on brand relationship quality.
3.The brand identity attractiveness has significant positive effect on brand identity.
4.The brand relationship quality has significant positive effect on brand loyalty.
5.The brand identity attractiveness has significant positive effect on brand relationship quality.
6.The brand identity has not significant positive effect on brand relationship quality.
7.The brand identity has significant positive effect on brand loyalty.

Abstract I
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 9
第一節 品牌體驗 9
第二節 品牌關係 13
第三節 品牌認定吸引力 17
第四節 品牌認同 20
第五節 品牌忠誠度 23
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 29
第三節 研究變數衡量 33
第四節 資料蒐集方法 39
第五節 資料分析方法 40
第六節 問卷前測結果分析 41
第四章 資料分析 43
第一節 敘述性統計 43
第二節 信度分析 46
第三節 效度分析 47
第四節 相關分析 55
第五節 結構方程模型 58
第六節 研究假設檢定 61
第五章 結論與建議 63
第一節 研究結論 63
第二節 管理意涵與研究貢獻 66
第三節 研究限制 68
第四節 後續研究建議 69
參考文獻 71
附錄一 前測問卷 86
附錄二 正式問卷90

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