基於依附理論與品牌個性的研究，本研究探討消費者的焦慮依附及逃避依附對於品牌親密與品牌忠誠 之影響；並提出品牌個性將會干擾焦慮與逃避依附對於品牌親密與品牌忠誠的影響。藉由問卷調查法，本 研究蒐集台中地區年輕族群的樣本，以結構方程模型進行實證分析，獲得以下結論：焦慮依附對於品牌親 密與品牌忠誠有正向影響關係；而逃避依附對於品牌親密與品牌忠誠有負向影響關係。在干擾效果方面， 真誠品牌個性會強化焦慮依附對於品牌親密間的正向關係；而其他干擾效果的假設關係則不顯著。

Based on the attachment theory and previous brand personality studies，this study proposes a theoretical model to explore the effects of anxiety attachment and avoidance attachment of consumers on brand intimacy and attitudinal brand loyalty of consumers，and to explore the moderating effects of brand personality on the effects of anxiety attachment and avoidance attachment on brand intimacy and attitudinal brand loyalty. This study collected the samples of students and young people in Taichung by the survey method，and empirically tested the proposed theoretical model with structural equation modeling，producing the following conclusions. Anxiety attachment has positive influences on brand intimacy and attitudinal brand loyalty，and avoidance attachment has negative influences on brand intimacy and attitudinal brand loyalty. In terms of moderating effects，sincere brand personality significantly reinforces the positive relationship between anxiety attachment and brand intimacy，but the other hypothesized moderating relationships are not significant.