Research on Human Relationship and Brand Community Identification

• Main Authors: Shao-Lien Chang, 張紹廉
• Other Authors: Juei-Hsiang Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/61490476899916741204

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 98 === The research is aimed at Giant brand community, gathering materials by commu-nity engagement and interviewing. The focus is on the functions to the whole commu-nity of target customers and the human relationship between customers. In the research, we find out the best way to attach the brand community is to rely on the human relationship. The boundary of the brand community is not clear. Be-sides, brand community identification was aroused chronologically. As a result, the brand community is not necessary for the brand owner, and it’s not absolutely benefi-cial for brand owner. In contrast, marketer is the winner. To sum up, we hope that the results and the suggestion this research provided could be a great help for the manager of the brand community.