面對愈趨競爭的經營環境，各品牌皆積極尋求與各方利害關係人有各種形式的互動，使品牌能與消費者建立更深層的連結，並透過不同的方式影響消費者知覺，使消費者產生正向反應。近年的研究發現，品牌間友善的互動可以為品牌帶來意外的好處，因此，本研究聚焦於品牌對品牌之讚賞行為對消費者可能帶來的影響。
本研究主要探討品牌對品牌之讚賞行為、品牌喜愛度、口碑與品牌個性差異之間的關係。延續先前學者的研究，本研究以刻板印象內容模型為基礎，探討品牌喜愛度品牌在品牌與品牌讚賞行為及口碑關係間的中介效果，同時也檢視品牌個性對品牌與品牌讚賞行為及品牌喜愛度關係的調節效果。
本研究藉由社群平台來搜集問卷資料以增加填答者的多元性，最後取得的有效樣本共319份，並利用信度分析、驗證性因素分析(CFA)等來確認資料與模型的適配性，進而執行廻歸分析來了解變數間的關係。
分析結果顯示，本研究具備良好適配度，同時，相關假說之驗證結果如下：(1) 品牌對品牌之讚賞行為與品牌喜愛度具有正向關係；(2) 品牌喜愛度與口碑具有正向關係；(3) 品牌喜愛度在品牌對品牌之讚賞行為與口碑之間具有中介效果；(4) 品牌個性差異在品牌對品牌之讚賞行為與品牌喜愛度之關係具有調節效果。
根據研究結果可得知，品牌對品牌之讚賞行為能夠藉由影響消費者知覺進而影響消費者的品牌喜愛度，並進一步促使消費者對其品牌產生正向口碑，另品牌個性之差異也可以帶來不同的調節效果與影響。據此，本研究最後提出了理論及實務上可能帶來的貢獻與未來研究建議與方向，藉以提供品牌端、相關管理人員與後續研究者進行參考。

In the face of an increasingly competitive business environment, brands are actively seeking various forms of interaction with various stakeholders to establish a deeper connection with consumers. They also seek to influence consumers' perceptions in different ways so that they will respond positively. Recent studies have found that friendly interactions between brands can bring unexpected benefits to brands. Therefore, this study focuses on the possible impact of brand-to-brand praise on consumers.
This study aims to clarify the relationships among brand-to-brand praise, brand likeability, word-of-mouth, and brand personality differences. Building on previous research, the study will explore the mediating effect of brand likeability based on the stereotype content model theory and examine the moderating effect of different brand personalities on the relationship between brand-to-brand praise and brand likeability.
In this study, a total of 319 valid samples were collected through social media platforms to increase the diversity of respondents. Reliability analysis and CFA were used to confirm the appropriateness of the data and the model. Finally, regression analysis was performed to find out the relationship between the variables.
The analysis demonstrates the good fit of the research framework and validates the following hypotheses: (1) There is a positive relationship between brand-to-brand praise and brand likeability; (2) There is a positive relationship between brand likeability and word-of-mouth; (3) Brand likeability has a mediating effect between brand-to-brand praise and word-of-mouth; (4) Different Brand personalities have different moderating effects on the relationship between brand-to-brand praise and brand likeability.
Based on the results of this study, it can be concluded that brand-to-brand praise can influence consumer perceptions, leading to increased brand likeability and generating positive word-of-mouth. Additionally, brand personality differences have been confirmed to have moderating effects. The study also provides practical implications and suggestions for future research directions, serving as a reference for businesses, brand managers, and subsequent researchers.

論文審定書i
誌 謝ii
中文摘要iii
Abstractiv
目 錄v
圖目錄vi
表目錄vii
第一章緒論1
第一節研究背景與動機1
第二節研究目的4
第二章 文獻探討5
第一節刻板印象內容模型理論 （溫暖、能力知覺維度）5
第二節變數介紹7
第三節假說推導13
第三章 研究方法18
第一節研究架構18
第二節研究樣本19
第三節研究假說彙整22
第四節操作型定義與衡量方式23
第五節統計分析方法29
第四章 資料分析與結果31
第一節模型檢測31
第二節相關分析32
第三節迴歸分析32
第五章 結論與建議45
第一節研究分析結果46
第二節研究意涵49
第三節研究限制與未來研究建議51
參考文獻52
附錄一：問卷59

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