現今，越來越多的公司在尋找建立品牌與消費者間強烈情感依附的方法，藉此增強公司權益與影響消費者的購買決策。完成這個目的方法之一，是讓品牌個性跟消費者的自我一致性相稱。
自我一致性被認為是可以增強消費者有效的、態度上以及行為上對品牌反應。一般分為兩種：真實我與理想我。自我一致性會促進對品牌的正向行為與態度，也有利於品牌偏好。更有學者研究發現，自我一致性與品牌個性的連結對品牌依附形成有重要的影響。然而就我們所知，過去的研究較少探討針對消費者哪個自我，在哪種品牌個性的連結下增強情感性品牌依附。
本文的研究，主要在探討如何透過五種品牌個性與真實我和理想我的交互連結下，能增強情感性品牌依附。我們使用Aaker所建立的品牌個性量表做中介變數。研究結果發現，真實與理想自我一致性皆對情感性品牌依附有正向的影響;當品牌個性屬於「真誠、刺激或能力」經由真實我自我一致性，與當品牌個性屬於「高尚或粗獷」經由理想自我一致性，都對產生情感性品牌依附有正向效果。

Nowadays, companies are searching for ways to create strong emotional brand connections with consumers, because is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. One-way to accomplish this is to match the brand’s personality with the consumer’s self.
Within the self-concept, which summarizes the attitudes and beliefs one holds about oneself, are the actual self-concept (how one perceives oneself) and the ideal self-concept (how one would like to perceive oneself). The self-concept strongly influences consumer behavior in that people prefer products that are congruent to some aspect of the self. Previous research has supported the effectiveness of both aspects of the self-concept in consumer behavior. However, previous studies have not fully explored which consumer’s self is best to target in which type of brand personality to increase emotional brand attachment.
The goal of this research is to gain insight into how the effect of actual versus ideal self-congruence on consumers’ emotional brand attachment varies across five dimensions of brand personality. What should marketers sharp a brand personality related to consumers’ ideal self, and what should they build to fit the actual self of consumers. We used Aaker’s five dimension of brand personality for the moderator effect of this study. The results show that brand with “sincerity, excitement, or competence” personality related to actual self-congruence, and brand with “sophistication or ruggedness” personality related to ideal self-congruence has a stronger effect on emotional brand attachment.

1. Introduction………………………………………………...1
2. Theoretical Issues and Hypotheses………………………....3
2.1 Actual and Ideal Self-Congruence……………………..3
2.2 Emotional Brand Attachment…………………………..6
2.3 Brand Personality ………………………………...……8
2.4 Independent Effect……………………………...…….11
2.5 Moderating Effects……………………………………13
2.5.1 Sincerity……………………………………….14
2.5.2 Excitement…………………………………….16
2.5.3 Competence…………………………………...17
2.5.4 Sophistication…………………………………18
2.5.5 Ruggedness……………………………………20
3. Methodology………………………………………………21
3.1 Research Framework………………………………….21
3.2 Questionnaire Design…………………………………22
3.3 Data Collection……………………………………….24
3.4 Measures……………………………………………....24
4. Analysis…………………………………………………...26
4.1 Reliability and Validity……………………………….26
4.2 Hypotheses Tests…………………………………...…31
4.2.1 Moderating Effect of Self-Congruence and Brand Personality on Emotional Brand Attachment……..33
5. Conclusion…………………………...……………………35
5.1 Discussion…………………………………………….35
5.2 Limitation and Future Directions…………………….37
References…………………………………………………….39

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