品牌的建立與與管理是一直以來是企業經營的重點項目，一個清楚的品牌形象可以幫助廠商定位品牌並使品牌更為突出，在競爭日益激烈的現代社會，某些廠商會在品牌或產品的功能上持續作出改善與精進，某些則強調象徵或情感的意義，品牌形象的功能性與象徵性的概念之差異與產品本身固有的功能及屬性有關，體驗品即強調消費的體驗，其主要的利益為消費的娛樂與樂趣，功利性的產品可能具有娛樂的價值，體驗品也可能具備功能性的利益，而消費者具有許多的個人特質使之在品牌的購買行為方面可能會著重在象徵性的意義。
本研究以品牌權益中，品牌形象的三個構面，功能性、象徵性及經驗性為基礎，探討消費者個人特質包括自我概念一致性、消費幻想、獨特性需求、從眾傾向等與品牌忠誠度之影響。本研究並選擇體驗品中男性體香劑與止汗劑產品作為衡量自我概念一致性、品牌形象及品牌忠誠度之產品類別。
本研究以問卷形式蒐集初級資料，獲得有效問卷225份，經過回歸分析後顯示，自我概念一致性、從眾傾向與獨特性需求對品牌形象象徵性有正向影響，此外自我概念一致性與品牌形象對品牌忠誠度也有正向影響，對廠商而言，提供消費者象徵性的利益，在品牌塑造的過程中不失為一條差異化的發展路線。

中文部分
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