The Impacts of Four Relationships of Brand Community Members on Brand Community Identification and Loyalty – The Example of Automobile Community

• Main Authors: Pi-Chung Chaung, 莊弼棕
• Other Authors: Fu-Yann Duh
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/15975568661478728902

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 94 === More and more enterprises use brand communities to maintain their customer’s relation and promote their brand image. In view of this, the brand community play an important role for enterprises. The objectives of this research is summed up as follows: (1) Discuss which factors can influence the brand community identification. (2) Analyze the relationship between brand community identification and brand community loyalty. (3)Discuss the mediating effect of Normative Community Pressure and Community Engagement that community members experience in community identification and community loyalty. By reviewing reference and rational inference, this research shows that if the community's operator could pay attention to the community members’ four relation networks, such as the relation between members and products, brand, company and community’s other members, perhaps they could help to improve community members identification, and increase members’ intention to sustained participate in the community, and keep them participating in the community. This research is focus on the brand community of domestic automobile. After network questionnaire investigation and LISREL analysis, the empirical results are divided into three parts: (1)The better “the relation between brand community member and brand” is, as well as “the relation between brand community members and other members”, the higher brand community identification community members have. (2)The better brand community identification is, the higher the brand community loyalty community members have. (3)The better the brand community identification is, the higher “Community Engagement” as well as the smaller “Normative Community Pressure” community members has. (4)The higher “Community Engagement” and smaller “Normative Community Pressure” let community members’ brand community loyalty higher.