브랜드 커뮤니티 운영 전략 - 브랜드 커뮤니티 상호작용을 중심으로

• 영문명: Building Interaction into Brand Community
• 발행기관: 한국상품학회
• 저자명: 강명수(Kang Myung-Soo) 김동원(Kim Dong-Weon)
• 간행물 정보: 『상품학연구』제24권 제1호, 143~160쪽, 전체 18쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.04.01

영문 초록

  Recently, many companies are interested in not corporate level brands but private level brands. Because of the difficulty of differentiation and attaining competitive advantage make it more rapid to use private level brand.   Under these backgrounds, many companies pay attention to brand community(BC). Thanks to Internet Network, building up and dissolution of community are more easier, so, many researches such as definition, formation factor, effects of BC have been increased. But, these researches about BC have been focused on important and what should be of BC, therefore, there are insufficient on successful implementation strategy on BC.   For these reasons, our research is focused on interaction in BC in order to help companies build and run BC. We classify interaction in BC into man-interaction and machine-interaction and examine lower dimension respectively. As a consequence of research, we found that interactions in BC contribute to enhance community commitment. Consequently, interaction with sysop, other members and interaction of off-site, control and flexibility enhance community commitment, so, we offered managerial implication of helping successful brand management through BC.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 실증연구
Ⅴ. 결론
참고문헌
Abstract

키워드

Brand Community Brand Equity Interaction Commitment Control Flexibility