브랜드 커뮤니티 활동 및 유형에 따른 브랜드 충성도 전이에 관한 연구

• 영문명: The Study of the Effect on the Brand Loyaltyby the Activity and Type of Brand Community
• 발행기관: 한국마케팅과학회
• 저자명: 한상린(Sang Lin Han) 심재희(Jae Hee Shim) 김준수(Kim Jun-Soo) 이재훈(Jae Hoon Lee)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 춘계학술대회 발표 논문집, 569~588쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.05.30

영문 초록

  With diffusion and development of internet, new tool appeared accordingly. One of them is brand community. Companies and marketers want their members to be mania receiving and holding in common with their brands. However, not many researches regarding brand community have conducted yet.
  In this study, previous researches are arranged and brand attachment and flow are used to see if member"s community activity affects brand loyalty significantly. Also brand loyalty difference according to brand community type has examined. 3 times of FGI and 31 In-depth interviews were carried out for this study and survey was conducted with 545 members from 9 brands for verification of final model and hypothesis.
  In results, member"s community activity has significant effect on brand loyalty. Especially member to member"s experiential behavior was showed as the only brand community activity to affect brand attachment directly. Sub-group has negative effect on member"s flow. With brand loyalty difference according to brand community type, portal user type showed the biggest loyalty and portal corporation type, independent corporation type followed next.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 가설 개발
Ⅳ. 연구모형 및 연구방법
Ⅴ. 실증 분석
Ⅵ. 결론
참고문헌
〈Abstract〉