隨著消費者日益重視品牌所展現的社會價值與立場，品牌行動主義（Brand Activism）逐漸成為企業建立品牌差異化的重要策略。相較於過去研究多聚焦於倡議議題本身的選擇或單一訊息傳播，本研究聚焦於品牌溝通訊息與品牌定位特質之配適效果，並探討品牌行動主義真實性在此影響過程中所扮演的心理機制。
本研究以卵子自主權為議題情境，採用 2（品牌溝通訊息：溫暖／能力）× 2（品牌定位特質：全球性／在地性）雙因子組間實驗設計，共獲得 238 份有效樣本。本研究結果顯示，品牌定位特質與訊息導向的配適效果未顯著影響消費者品牌認同，且以品牌行動主義真實性為中介的條件式間接效果亦未達顯著。然而，品牌行動主義真實性會正向提升消費者品牌認同。事後分析進一步發現，在溫暖訊息情境下，品牌定位特質對消費者品牌認同的影響是透過品牌行動主義真實性所產生；相較於全球品牌，在地品牌具有較高的品牌行動主義真實性感知，進而呈現較高的消費者品牌認同。在能力訊息情境下，在地品牌除了能產生較高的消費者品牌認同，也會因具有較高的品牌行動主義真實性感知，進一步提升消費者品牌認同。因此，品牌行動主義真實性是品牌定位特質影響消費者品牌認同的重要心理機制。
本研究之結果有助於補充品牌行動主義文獻，深化對品牌定位特質與品牌社會知覺在品牌行動主義真實性形成歷程中所扮演角色的理解，並進一步釐清品牌行動主義真實性在消費者品牌認同形成過程中的作用；在實務層面，研究結果亦可作為企業推動社會議題倡議時，規劃品牌定位與訊息溝通策略之參考。

As consumers increasingly expect brands to take meaningful positions on social issues, brand activism has become an important means of brand differentiation. Whereas previous studies have focused on advocacy issue selection or message strategies, this study examines the fit between brand communication messages and brand positioning traits and further investigates the psychological mechanism of brand activism authenticity in this process.
Using reproductive autonomy as the issue context, this study employed a 2 (brand communication message: warmth vs. competence) × 2 (brand positioning trait: globalness vs. localness) between-subjects experimental design and obtained 238 valid responses. The results showed that the fit between brand positioning traits and message orientations did not significantly affect consumer–brand identification, and the conditional indirect effect through brand activism authenticity was also not significant. However, brand activism authenticity positively influenced consumer–brand identification. Post-hoc analyses further showed that, under the warmth message condition, the effect of brand positioning traits on consumer–brand identification operated through brand activism authenticity; compared with global brands, local brands elicited greater perceptions of brand activism authenticity, which in turn led to higher consumer–brand identification. Under the competence message condition, local brands not only led to higher consumer–brand identification but also increased consumer–brand identification indirectly through greater perceived brand activism authenticity. Therefore, brand activism authenticity serves as an important psychological mechanism through which brand positioning traits influence consumer–brand identification.
This study contributes to the brand activism literature by deepening understanding of the roles of brand positioning traits and social perceptions of brands in shaping brand activism authenticity, while further clarifying the role of brand activism authenticity in the formation of consumer–brand identification. The findings also offer practical implications for brand positioning and communication strategies in social issue advocacy. Limitations and directions for future research are discussed.

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中文文獻
何佳訊、吳漪（2020）。國家品牌資產：構念架構及相關研究述評。《外國經濟與管理》，42（5），3-16。
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