The Study of Consumers in Groups: Researching Brand Identity – An Empirical Study of the Apple Brand

• Main Authors: Chiung-Chu Chen, 陳瓊珠
• Other Authors: Wen-Hai Chih
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/z94g3t

碩士 === 國立東華大學 === 企業管理學系 === 102 === This study aims to explore the continuance intention of community members after brand identification adoption on C-A-B model perspective (Cognition Affection Behavior).The research sample have used Apple products and participated as Apple brand fans in the community. The important results indicate: (1) Perceived Community-Brand Similarity has significant and positive effects on community identification, brand love and brand identification respectively. (2) Perceived brand identification has significant and positive effects on continuance intention. (3) Perceived brand identification has no significant or positive effects on community identification and brand love. (4) Community identification is the mediator between Community-Brand Similarity and brand love.