| Summary: | 碩士 === 逢甲大學 === 科技管理研究所 === 100 === Information technology materialize virtual community platform, which makes members establish identity and shared values through relationship assets. With more and more companies establishing on-line brand community for deepening customer relationship to increase brand equity, it reveals the positive marketing value of on-line brand community management. Literature shown that community member’s cognition on interactivity, platform quality and knowledge sharing mechanism that will influence member’s continuous participation and reinforce relationship which can reach company’s objective for enhancing brand equity. Therefore, this study adopt customer-centric relationship perspective that considering customer-product relationship, customer-brand relationship, customer-company relationship and customer-customer relationship and its impact on brand equity. This study proposed a concept model which explores the influence of on-line brand community characteristic on brand equity through the intermediate effect of customer relationship. This focus on 221 samples studying collects data and verifying hypotheses through questionnaire survey. Then the result is that on-line brand community characteristics influence brand equity through customer relationship. In the on-line brand community characteristics, interactivity and platform major influence the relationship of customer-product, customer-brand and customer-company; knowledge sharing mechanism influence customer-customer relationship. In the influence of customer relationship on brand equity, customer-company major influence brand awareness, perceived quality and brand association; then customer-brand major strengthen brand loyalty. This study finds out management of on-line brand community is better that will increase brand equity of companies through keeping customer relationship. This study suggests companies building whole relationship with customers, and strengthening on-line brand community characteristics to enhance brand equity.
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