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題名：品牌社群整合對品牌社群權益的影響--以品牌社群認同及品牌社群承諾為中介
書刊名：行銷評論
作者：賴明政 引用關係／楊素貞
作者(外文)：Lai, Ming-cheng／Yang, Su-jhen
出版日期：2013
卷期：10:3
頁次：頁293-321
主題關鍵詞：品牌社群整合；品牌社群承諾；品牌社群認同；品牌社群權益；IBC；Brand community commitment；Brand community identity；Brand community equity
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:4
  • 點閱點閱:14
因著網際網路的發達及便利，網路媒介創造出許多新興平台使得消費者可以輕易獲得所需要的資訊。由於實體店面競爭空間逐漸縮小，慢慢進入了網路競爭的時代，加上近年網路購物趨勢趨緩，消費者逐漸轉移至社群平台尋求相關的產品及服務資訊。因此，對於建立線上品牌社群的議題也逐漸被重視，企業行銷人員也體認到多元建立品牌價值的重要性，故品牌社群整合將成為重要的議題。本研究藉由探討品牌社群整合對品牌社群認同及品牌社群承諾對提升品牌權益的影響，經結構方程模式分析發現品牌社群整合四個概念中成員與產品的關係、成員與品牌的關係、成員與企業的關係對品牌社群承諾有顯著的影響；成員與企業的關係、成員與其他成員的關係對品牌社群認同有顯著的正向影響；品牌社群認同對品牌社群承諾亦呈現顯著的正向影響；而品牌社群認同、品牌社群承諾對品牌權益亦呈正向影響。另經修飾模式發現成員與品牌的關係、成員與企業的關係對品牌社群權益亦呈現顯著的正向影響。
Today developed and convenience of the Internet, Internet media created a lot of emerging platforms so that consumers can easily obtain the required information. Therefore, the issue of online brand community gradually attention, corporate marketing staff to recognize the value of the polyhydric to establish the brand, brand community integration will be important issues. The study to explore the brand community integration to enhance the brand equity of the brand community identity and brand community commitment and brand community integration, and regression analysis showed that the brand community identity and brand group commitment has a positive impact brand community integration was also found positive impact on brand equity.
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21.Brodie, Roderick J.、Ilic, Ana、Juric, Biljana、Hollebeek, Linda D.(2013)。Consumer engagement in a virtual brand community: An exploratory analysis。Journal of Business Research，66(1)，105-114。  new window
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會議論文
1.Devasagaya, P. R.、Heuvel, D. A. V.(2004)。Geofree brandcomms: building brand communities using blogs。38th Academy of Marketing Conference。University of Gloucestershire Business School。  new window
研究報告
1.Srivastava, Rajendra K.、Shocker, Allan D.(1991)。Brand equity: A perspective on its meaning and measurement。Marketing Science Institute。  new window
學位論文
1.吳宗霖(2006)。從知覺品質及品牌忠誠度來探討消費者對延伸產品購買意願之影響--以行動通訊系統業者的雙品牌客制化手機為例(碩士論文)。國立成功大學，臺南市。  延伸查詢new window
2.陳慶全(2010)。線上品牌社群特性對社群承諾和顧客忠誠影響研究--兼論產品涉入的調節效果(碩士論文)。國立臺北大學。  延伸查詢new window
3.廖棟樑(2005)。品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響(碩士論文)。國立政治大學。  延伸查詢new window
圖書
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2.Abdelmajid, A.、Lionel, S.(2004)。How does a virtual brand community emerge? Some implications for marketing research。Institut de Recherche en Gestion, Université Paris-Est。  new window
3.Tajfel, H.(1978)。Differentiation between social groups: studies in the social psychology of intergroup relations。Academic Press。  new window
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6.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Upper Saddle River, NJ：New York：Pearson Education：Prentice Hall：Prentice Hall。  new window
7.Sandel, Michael J.(1998)。Liberalism and the Limits of Justice。New York。  new window
8.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
9.Rheingold, Howard(1993)。The Virtual Community: Homesteading on the Electronic Frontier。Addison-Wesley Publishing Company。  new window
10.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
圖書論文
1.Fernback, J.(1999)。There is a there: notes toward a definition of cybercommunity。Doing Internet Research: Critical Issues and Methods for Examining the Net。  new window
2.Shocker, A. D.、Weitz, B.(1988)。A perspective on brand equity principles and issues。Defining, measuring and managing brand equity: a conference summary。Cambridge, Massachusetts：Marketing Science Institute。  new window
3.Turner, J. C.(1985)。Social categorization and the self-concept: a social-cognitive theory of group behavior。Advances in Group Processes: Theory and Research。Greenwich：JAI Press。  new window
 
 
 
 
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