An Influence of Brand Identification and Community Engagement on Community Loyalty

• Main Authors: Yi-Lin Chuang, 莊易霖
• Other Authors: 李月華
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/19939718664136672766

碩士 === 淡江大學 === 企業管理學系碩士班 === 95 === We are witnessing an age in which people interact with one another more frequently; the conception of community relationship has begun to substitute for individualistic entrepreneurism; and the acceleration of business transaction comes with technological advancement. How a company adapts itself to this changed milieu and maintains the rate of profit depends on the making of brand community. Algesheimer, Dholakia, & Herrmann (2005) define “Community Engagement” is the internal motivation of members when they cooperate, interact with other members. And this motivation propels a company into shaping its brand community. Henceforth, interaction among community members, the identification of a given community, and creation of community loyalty become those to which a company has to dedicate its utmost attention. The purpose of this research is to explore the correlation between interpersonal relationship within cyberspace, brand identification, community identification, community engagement, and community loyalty. The research is conducted with 180 questionnaires collected from users of Mac as members of this Mac community in the cyberspace. Moreover, the data thus collected is analyzed by AMOS statistical software. The findings of this research are as following: First, the correlation between interpersonal relationship in the cyberspace and community identification is positive. Second, interpersonal relationship in the cyberspace and community engagement is positive. Third, the correlation between brand identification and community identification is positive. Forth, the correlation between brand identification and community engagement is positive. Fifth, the correlation between community identification and community loyalty is positive. Finally, the correlation between community engagement and community loyalty is positive. As a leader of a company, creating a milieu in which customers could interact with one another easily and freely to discuss the product they identify with is important for the formation of community loyalty, which will influence sales volume of, and profit from, the product.