The Antecedent of Relationship Qualities in Brand Communities

• Main Authors: Leo Lee, 李俊毅
• Other Authors: 汪睿祥
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/13640250173190146356

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 94 === Muniz and O’Guinn (2001) discussed about the brand community concept. He suggested that in the brand community, customer brand and other customer’s will interact and thus influence each other. The concept is different from traditionally market research. This research changes study area from cars to cameras. This research will continue the concept of brand community and apply “consumer-brand-consumer triad” from Muniz and O’Guinn. The study explores the relationship qualities and cites the versions of Founier (1998). He argued that quarities was heterogeneity.Relationship qualities of brand community imply tri-decker: brand-consumer, consumer-consumer, consumer-community. This research explores the antecedent of tri-decker relationship qualities to dug out six catalyst act on relationship qualities: skill assuetude, interesting, brand history, product specification. Additionally, this research advances revisionary judgment about brandfest.