Dissertations / Theses on the topic 'Brand community'
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Bastias, Paredes Connie Danayer, and Rosales Valeria Terrones Terrones. "Brand identity, brand community y brand community identity en relación al brand loyalty en un contexto de comunidades digitales." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655621.
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En la actualidad, el comercio electrónico ha mostrado un crecimiento exponencial y las plataformas digitales no solo se han convertido en una de las principales plataformas de ventas, sino también en un valioso medio de comunicación con el público objetivo, que permite aumentar el valor de las marcas. Es por ello, que las comunidades digitales de marca se han convertido en una herramienta fundamental, las cuales permiten crear vínculos emocionales con sus clientes y generar una relación más sólida con ellos, mediante la interacción participativa y colaborativa con la marca y entre los usuarios de ella. Partiendo de este punto, esta investigación busca identificar la relación de las variables de identidad de marca, comunidades de marca e identidad de comunidades de marca con respecto a la lealtad de marca en un contexto de comunidades digitales de marca.
Para fines de la investigación, se revisó́ bibliografía oportuna y actualizada respecto a temas de las comunidades digitales de marca. Además, se utilizaron distintos autores como mayor fuente de información.Nowadays, E-commerce has shown exponential growth and digital platforms have not only become one of the main sales platforms, but also a valuable means of communication with the target audience, which allows increasing the value of brands. Therefore, online brand communities have become a fundamental tool, which allows creating emotional ties with their customers and generating a stronger relationship with them, through participatory and collaborative interaction with the brand and among users. Starting from this point, this research seeks to identify the relationship of the variables of brand identity, brand communities, and brand community identity with respect to brand loyalty in a context of digital communities. For the purposes of the research, a timely and updated bibliography regarding online brand communities was reviewed. In addition, different authors were used as the main source of information.
Trabajo de investigación
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Kwok, Yiu Keung. "Antecedents and consequences of online brand and anti-brand community participation." Thesis, University of Warwick, 2016. http://wrap.warwick.ac.uk/78979/.
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This study aims to propose and empirically test an integrated model of antecedents and consequences of online brand and anti-brand community participation. A common conceptual framework of online brand and anti-brand community participation is proposed. Multiple identifications (i.e., moral identification, brand identification and brand disidentification), brand emotion and motives are proposed as the antecedents of community participation. Community citizenship behavior is used to measure the consequences of community participation. A total of 260 responses from online brand communities and 200 responses from online anti-brand communities were collected via online survey. The sample was recruited by posting the research links across 409 online brand communities and 690 online anti-brand communities of 142 global brands. This was based on a consolidated list of top 100 global brands from BusinessWeek's 100 Best Global Brands and Millward Brown's BrandZ Top 100 Most Valuable Global Brands. The result models of online brand and online anti-brand community participation from structural equation modelling analysis indicate the asymmetric impacts of antecedents on motives and community citizenship behavior. Academically, the findings have extended the theory of social identity, emotion, organizational citizenship behavior, together with the newly developed motives of online community participation to explain the results and the differences between these two models from a multiple stakeholders' perspective. The results of the qualitative and quantitative research have revealed the existence of multiple stakeholders such as brand supporters, brand opponents, activists, and peer groups existing in the communities. Further research is suggested to seek to understand their behavior, dynamics and interaction among each other in a qualitative and longitudinal manner. Recommendations of online community setup, design and activities are proposed in this study to trigger different stakeholders’ participation in the online brand and anti-brand communities for motivating their voluntary community citizenship behavior to the sustainability of the communities. Proactive measures in online anti-brand community are proposed to deal with users’ dissatisfactions and identify product and service improvement to fulfil unmet needs.
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Del, Negro Shehadeh Flavia María, and Baumeler Heidi Paulina Miranda. "Brand Experience, Brand Community, Brand Trust & Brand Loyalty en relación a la recompra en el sector textil." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/657248.
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El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente.
Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente.
Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente. Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente. Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.
Trabajo de investigación
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Mackin, Kevin, and Simon Skogman. "Online brand community : Värdeskapande genom interaktioner och aktiviteter." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129901.
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Online brand communityn (OBC) innebar ett kraftfullt, och potentiellt värdeskapande, verktyg för företag. Det har dock visat sig att företag hade svårt att bemöta sina OBC:er. Det resulterade i att företag gick miste om de potentiella värden OBC:n hade. För att öka kunskapen kring värdeskapande och bemötande av OBC:er har Minecraft och Netflix respektive OBC:er undersökts med hjälp av netnografi. Studien undersökte hur interaktioner och aktiviteter bidrog till värdeskapande i form av ökat varumärkeskapital och ny innovation. Den belyste även hur OBC:er skiljde sig åt beroende på om OBC:erna var fokuserade på områden kring innovation kontra varumärkeskapital. Studien fann sju interaktionsmönster att analysera. Interaktionsmönstren visade på skillnader mellan OBC:erna utifrån deras fokus och förutsättningar. Studien kunde även beskriva hur sex av de sju interaktionerna var värdeskapande för företaget.Online brand community (OBC) is intended to be a powerful, and potentially valuable, tool for businesses. However, the outcome has shown that companies have had difficulties responding to their OBC:s. It has resulted in companies missing the potential values that OBC offered. In order to increase knowledge about value creation and reception of the OBC:s a netnography of Minecraft and Netflix, respectively OBC has been conducted. The study examined how interactions and activities contributed to the creation of value by an increased brand equity and new innovation. It also highlighted how the OBC:s differed depending on whether the OBC:s were focused on the topics of innovation versus brand equity. The study found seven interaction patterns to analyse. The interaction patterns showed differences between the OBC:s ,based on their focus and conditions. The study could also describe how six of the seven interactions created value for the company.
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Quintino, João Pedro Gomes Rogado. "Interaction on brand community and purchase intentions." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7706.
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Mestrado em MarketingCom a proliferação das redes sociais, temos vindo a assistir a uma migração das relações sociais do mundo real para o mundo virtual, o que tem levado que as empresas comecem a apostar nas redes sociais, em particular o Facebook, como uma ferramenta marketing para comunicar com os clientes e potenciais clientes. O objectivo principal desta pesquisa foi investigar se a interactividade dos membros das comunidades de marcas no Facebook têm um impacto positivo nas intenções de compra por parte desses membros. Este estudo também investiga as similaridades e diferenças entre os utilizadores do Facebook residentes em Portugal e nos Estados Unidos. Seis hipóteses foram desenvolvidos e testadas usando um modelo de pesquisa quantitativa. Para a recolha de dados foi utilizado um questionário on-line, onde foram obtidos 400 respostas. Os resultados da pesquisa indicam que conteúdos do Facebook, tais como informações sobre produtos ou serviços, e as promoções, tem um impacto positivo na intenção de compra, tendo a informação um impacto maior. Esses mesmos resultados, também se verificaram quando se estudou em separado os dois grupos. Existe algumas diferenças entre os grupos. A participação nos jogos tem um efeito significativo nas intenções de compra para utilizadores residentes nos EUA, o que não acontece para os utilizadores residentes de Portugal. Por outro lado, a participação em ?sweepstakes? tem uma influência significativa na intenção de compra para os residentes de Portugal, mas não para os residentes dos EUA. Este estudo discute as limitações desta pesquisa e oferece algumas indicações para futuras pesquisas.
With the proliferation of online communities, we have seen a migration from real-world social relationships to virtual-world relationships, prompting companies and brands to view social media?and Facebook in particular?as a potential tool for marketing actions. The main purpose of this research is to investigate if the interactions of Facebook users via different types of Facebook brand community content have a positive impact on purchase intentions. In addition, this study investigates whether there are any similarities and differences between Facebook users residing in Portugal and the United States. For this research, six hypotheses were developed and addressed using a quantitative statistical research model. For data collection, an online questionnaire was used, and 400 responses were obtained from a convenience sample. The findings from this research indicate that Facebook content, such as information on products or services as well as promotions, has a positive impact on purchase intention, with information being the more influential of the two. These findings held true when studying the residents of Portugal and the United States as distinct groups. There are some differences between the two groups. For example, participation in games has a significant effect on purchase intentions for individuals residing in the United States, but not for the residents of Portugal. On the other hand, participation in sweepstakes has a significant influence on purchase intentions for residents of Portugal, but not for residents of the United States. Finally, this study discusses the limitation of this research and offers some directions for future research.
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Mazzola, Carlo Daniele. "Brand Community: Expertise heterogeneity and behavioural intentions." Doctoral thesis, Università di Catania, 2013. http://hdl.handle.net/10761/1290.
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The purpose of this dissertation is to demonstrate how individual consumers are able to interact among themselves inside the collective virtual community of consumption in order to co-create value. By using the concepts of resources from the Service Dominant Logic of Marketing, heterogeneity from Organizational Behavior literature, and cultural lens from Consumer Culture Theory, this dissertation considers both individual and collective interaction in order to demonstrate the relation between community of consumption and behavioral intentions generated within these specific brand names.
We consider an online community of consumption as a virtual working environment where consumers are free to collaborate and, therefore, generate value. In detail, when drawing upon consumer behavior and organizational theory literatures, we identify a model able to explain how these individual and social characteristics of a community of consumption influence the consumers participation and their continuing intentions to remain members of the community. In addition we show how this model works differently through two kinds of brand community: firm-driver and consumers-driver.
An up to date review of literature provides a guide to theory and a path for research. This dissertation employed surveys, interview in-depth and linear regression model to understand social and cultural aspects of consumption from four different online communities of consumption.
The findings show that consumers can contribute to co-create value among themselves through the role of heterogeneity expertise and how the value of co-creation process could be more efficient inside the community consumers-driver. This dissertation demonstrates that this last kind of brand community plays a role as a platform of value creation.
This dissertation extends the previous researches in value creation within brand community by demonstrating how different kind of consumer expertise can affect their capacity to interact and can harm their ability to collaborate and co-create value.
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Adomaviciute, Inga, and Denis Danilov. "Interaction between brand communities and a brand owner : The effect on community members’ perception of a brand." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180003.
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Purpose The aim of the paper is to improve the understanding of effects caused by involvement of brand community members in communication with a brand owning company. The research has been conducted in Moscow, Russia. It examines brand values associated with Audi by Audi Club Moscow members, and those ones perceived by non-community members, and beside this, the degree of involvement in communication with the company of both. Research Method Numerous in-depth interviews have been processed among brand community members, people outside the community and the Audi AG employees. Results Through the analysis of primary data it was found that thanks to active communication with Audi brand community members associate with the brand values, similar to the brand holder’s ones. However, people outside the community, who do not actively communicate with the company, have the tendency to perceive brand values, controversial to brand owner’s ones. Research limitations/implications Due to the time and resources limits only one Audi brand community was chosen to represent Russia’s market. The investigation of communication channels between a brand and brand communities could be the direction of further studies. Practical implications The results of the study might have value for practical implementation in business; they could be used for building up and managing communication between a company and brand communities. Originality/value This study supplies the contribution to the existing literature and companies’ managers disclosing a field not analyzed before
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Lee, Jaejin. "Effects of online brand community on brand loyalty a uses and gratifications perspective /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024618.
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Alotaibi, Meshaal Hamad. "A model of brand engagement in online brand communities: Co-creating value for the brand and the community." Thesis, Curtin University, 2016. http://hdl.handle.net/20.500.11937/48582.
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Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community. The findings identify three types of engagement behaviours - helping oneself, helping others and helping the firm - and provide an empirical model explaining antecedents and outcomes of each engagement behaviour.
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Kridler, Jamie Branam. "Expanding Community Partnership Grants: Johnson City Brand Audit." Digital Commons @ East Tennessee State University, 2002. https://dc.etsu.edu/etsu-works/5858.
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Terechshenko, Milan, and Vera Radionova. "Brand Communities. : A quantitative study of brand community influence on prospective and existing members." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45215.
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This research was initiated due to the popularity brand community phenomenon is gaining among companies through last several years. Growing number of companies on the market and shortening of the life cycle of products, make companies work hard in order to retain existing customers and gain new ones. Brand communities may provide many benefits to companies such as ability to build customer loyalty, increase of the marketing efficiency and enhancement of a brand. We wish to explore brand communities from two perspectives: inside, factors that may influence brand community members in particular purchase of augmented products and word of mouth communication and outside, the perception of brand communities as a future value by prospective customers.Due to our philosophical considerations and non-geographical nature of brand communities, the research method that we have chosen is quantitative. In order to collect a large amount of primary raw data we have used a survey approach. Therefore the self-administered questionnaire was designed. Two sampling techniques were used in data collection process – convenience and snowball. The survey was distributed via e-mail and Internet. The predetermined respondents were asked to answer questionnaires and distribute them further. During the data collection period 258 respondents were surveyed.The findings of this research suggest that prospective customers, who have a favorite brand, see brand community as a future value, hence may have an incentive to buy products or services of a particular brand. A managerial implication in this case is that brand communities are a good opportunity for a company to build long term relations with existing customers by involving them in brand community activities. Brand community events such as meetings, festivals, and promotional activities also influence an incentive of consumers to buy augmented products or services of a company; hence giving a firm an opportunity to earn additional profits by selling more additional products, paid services or accessories. Word of mouth communication is another valuable asset that companies may use. In our research we have proved that word of mouth inside brand communities may influence its members to buy products or services of another brand under the influence of an opinion leader or the majority. So managers of companies that sell related or supplemented products may jointly organize events, and reach more consumers.
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Han, Jung-Min. "The consumer negotiation of brand meaning in online brand communities." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-consumer-negotiation-of-brand-meaning-in-online-brand-communities(d7db292d-1fa1-4314-a595-53a2febbab44).html.
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There has been much enthusiasm over the power of online brand communities (OBCs). Ensuring that OBCs achieve their potential, however, is a challenge. Adopting the view that an OBC is a social entity at its core, this study examines consumers’ perceptions of OBCs and how consumers manage the continuous tension between social-related and brand-related aspects of OBCs through brand-related and non-brand-related social practices. The researcher took a symbolic interactionist approach and qualitative data were collected using ethnography and in-depth interviews from OBC participants in South Korea. The study was divided into two phases: the exploratory phase and the main study. In the first stage the researcher inspected OBCs and focused on understanding the social context by investigating four OBCs in the fashion and digital camera categories. Evidence of an OBC as a virtual third place (VTP) in the consumer’s mind was revealed. A typology was developed and social practices were revealed and defined. In the main study the researcher developed the framework of brand meaning negotiation and revealed how consumers symbolically interact and negotiate brand meaning through social practices. The tension between social-related and the brand-related aspects during this process was illustrated. The key contributions of this research are as follows. Firstly, the study reveals that an OBC has a strong VTP quality, whereby consumers hate to leave. Second, the study extends our understanding of an OBC by categorising consumers’ different perceptions of OBCs according to their attachment to the brand, the OBC and other participants. Third, the study reveals underlying social practices within OBCs that show the characteristics of a collectivistic culture. The study also fills the research gap by examining the brand meaning negotiation process and suggesting a framework that shows how underlying practices link brand and social-related aspects of an OBC together, which was formerly a “black box”. Lastly, it demonstrates that social bonds, regardless of their importance for making an OBC thrive, can be a double-edged sword and should be balanced carefully with brand-related practice.
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BECK, BRADLEY JOSEPH. "FROM BRAND TO ARCHITECTURE." University of Cincinnati / OhioLINK, 2003. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1053381750.
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Hartman, Fredirk, and Helena Engström. "User innovation på brand communities : en studie av salesforce.com." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-32513.
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Bakgrund och problemformulering - Vi har valt att studera och analysera i vilket avseende det sker user innovation på ett forum skapat av företaget Salesforce. Forumet är ett brand community för användare som utvecklar Salesforce tjänster. Frågeställningarna behandlar om det sker olika typer av user innovation och vad det är som driver användarna till att innovera på det forum vi har valt att studera. Vår studie syftar till att bidra med en bredare kunskap och förståelse kring ämnet då det finns begränsad forskning kring user innovation inom online brand communities idag. Teori - Begreppet brand communities förklaras utifrån Muniz och O’Guinns (2001) synsätt som innebär att ett online brand community är en samlingsplats på internet dedikerat till ett specifikt varumärke. På vårt valda brand community innoverar användarna och vi utgår från Gault (2012) för att redogöra för begreppet innovation som i sin tur möjliggör en fördjupad förståelse för user innovation. Vi utgår från en definition av user innovation som innebär att användare innoverar för sin egen skull (von Hippel & Euchner 2013). Metodologi - Vi eftersträvar en djupare förståelse för user innovation på vårt specifika forum och då lämpar sig en kvalitativ explorativ ansats bäst. Inspiration har hämtats från Kozinets (2006, 2011) kvalitativa metod netnografi som innebär en deltagande-observerande forskning på nätet. Resultat - I detta avsnitt presenterar vi de likheter och skillnader som Salesforce forum har med Muniz och O’Guinns (2001) kriterier för vad ett brand community är. Vidare presenteras vårt resultat i form av två kategorier av user innovations: modifierade innovationer och skapande innovationer. Kategorierna förklaras och illustreras med exempel som klargör deras innebörd. Analys och diskussion - I analysen diskuterar vi vad som driver användarna på vårt valda forum att innovera och analyserar likheter och skillnader med redan befintliga teorier kring user innovation. Vi resonerar oss fram till en ny term vi väljer att kalla user co-innovation samt spekulerar i huruvida innovationerna genererar någonting för Salesforce. Slutsats - Vårt teoretiska bidrag till forskningen presenteras genom vår modell som illustrerar sambandet mellan user innovation, user co-innovation och våra två kategorier. Modellen innefattar vilka användare som innoverar, vilkafaktorer som driver dem till att innovera och resultatet av user co-innovation på vårt valda brand community.Nyckelbegrepp - Innovation, user innovation, lead users, brand community, online community, netnografi.Background and problematization -We have chosen to study to what extent user innovation occurs on a forum created by the company Salesforce. This forum is a brand community devoted to user development of Salesforce services. Our main research question is whether there occur different types of user innovations on the brand community we are studying and what it is that drives these users to innovate. Our study aims to contribute with a wider knowledge and understanding of user innovation on brand communities since the research of today on the subject is limited. Theory - In this chapter we explain the concept of brand community based on Muniz and O’Guinns (2001) definition which implies that an online brand community is an online meeting place for people dedicated to a specific brand. User innovation occurs on our chosen brand community and we base ourselves on Gaults (2012) theory to explain innovation in order to explain the term user innovation. We use one definition of user innovation which implies that users innovate for themselves (von Hippel & Euchner 2013). Methodology - We seek a deeper understanding of user innovation on our specific brand community and that makes a qualitative exploratory approach best suited. Inspiration has been taken from Kozinets (2006, 2011) netnography which is a qualitative method and involves participatory observation research online. Results - In this chapter we present the similarities and differences that we have been able to identify between Salesforce forum and the criteria for a brand community set by Muniz and O’Guinn (2001). Furthermore we introduce our result which consists of two categories of user innovations: modified innovations and creativity innovations. The categories are explained and illustrated with examples that clarify their meaning. Analysis and discussion - In this chapter we discuss what drives users on our chosen brand community to innovate and analyze similarities and differences between already existing theory on user innovation. Our discussion results in a new term which we choose to name user co-innovation. We also speculate whether the user innovations generate something of value for Salesforce. Conclusion - Our theoretical contribution to the subject is presented by our model that illustrates the connection between user innovation, user co-innovation and our two categories. The model includes which users that innovate, the factors driving them to innovate and the results of user co-innovation on our chosen brand community.
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Siyasinejad, Seyedmohammadali, and Teodor Teodosiev. "Value Co-creation Practices in Brand Community of Airbnb." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45606.
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Abstract Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. The investigation of value co-creation within brand communities has been emphasized in recent years. The practices of brand community members play a significant role in the value co-creation. Since Airbnb has never been looked as a brand community in the value co-creation literature, it remained unclear how value can be co-created through the practices of Airbnb community members. Purpose: How value is co-created between brand community members of Airbnb (between hosts and guests and guests themselves) through their practices in their experiences within the corporeal world? Method: In order to meet the purpose of this study, authors applied a qualitative method. Further, a netnographic strategy has been employed which led us to collect online-posted reviews of Airbnb guests from Airbnb website. Authors used purposive sampling by selecting the only guests who had the previous experience of stay in Airbnb accommodations in cases of on-site hospitality. 155 reviews of different guests from 31 accommodation profiles were collected in three waves of data collection. Moreover, a grounded theory coding was employed in order to analyze the data. Conclusion: We identified 14 sub-categories of value-creating practices that emerged under four major categories, namely: practice of sharing, practice of communicating, practice of saving, and practice of authenticating. Further, in the process of elaboration of main elements of practices (i.e. objects, doings, and meanings), we found general connections of these elements within the practices of hosts and guests (i.e. Airbnb community members) that helped us to understand how value is co-created in their experiences within the corporeal world.
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Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.
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Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.
Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.
Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.
Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.
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Vela, Melgar Natalia Alexandra, and Del Carpio Verónica Elizabeth Vidal. "Brand Community en relación al Customer Engagement y Brand Loyalty de las marcas de ropa juvenil." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654505.
Full textAbstract:
Este texto explica la importancia actual de las redes sociales ya que son parte esencial de los planes estratégicos de cada marca ya que se construye una relación a lo largo del tiempo con los usuarios. La comunicación que se transmite en las plataformas digitales influye en la comunidad, también llamada Brand Community, que interactúa diariamente de manera positiva o negativa según sea la experiencia del consumidor. Es así como una comunidad mantiene una retroalimentación constante sobre sus experiencias o pensamientos que motivan entre sí a la recompra o también para mejorar la reputación de la marca.
Las interacciones en el mundo digital por parte de la Brand Community se ven como resultado de un compromiso que se mantiene frente la marca, a esto se le llama Customer Engagement. Los seguidores de la marca, motivados por el valor que representa para ellos y por sus experiencias, desarrollan el Brand Loyalty. El sentimiento que las marcas están buscando que sus consumidores tengan hacia ellos, ya que se trata de una relación que perdura a lo largo del tiempo y difícilmente puede quebrarse.
El principal objetivo de esta investigación es analizar la relación de cómo estas 3 variables se relacionan entre sí y resaltar la importancia que se debe tener dentro del marco de prioridades de las marcas.This text explains the current importance of social networks since they are an essential part of the strategic plans of each brand since a relationship is built over time with users. The communication that is transmitted on digital platforms influences the community, also called the Brand Community, which interacts daily in a positive or negative way depending on the consumer experience. This is how a community maintains constant feedback on their experiences or thoughts that motivate each other to buy back or also to improve the reputation of the brand. Interactions in the digital world by the Brand Community are seen as the result of a commitment that is maintained with the brand, this is called Customer Engagement. The followers of the brand, motivated by the value they represent for them and by their experiences, develop Brand Loyalty. The feeling that brands are looking for their consumers to have towards them, since it is a relationship that lasts over time and can hardly be broken. The main objective of this research is to analyze the relationship of how these 3 variables are related to each other and to highlight the importance that must be had within the framework of brand priorities.
Trabajo de investigación
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Li, Cui. "Social capital in an online brand community : Volkswagen in China." Thesis, University of Portsmouth, 2013. https://researchportal.port.ac.uk/portal/en/theses/social-capital-in-an-online-brand-community(274db464-6dc7-43cb-b1bc-375ffaba1b35).html.
Full textAbstract:
Over the past ten years, mainly as a result of developments in digital technology and social media, academics and practitioners have become more interested in communities. The number of studies investigating online brand communities (OBCs) has been increasing with most attention being paid to the characteristics, functions and benefits associated with OBCs. However, an important aspect of OBCs has been overlooked, which is the contribution of social capital to the communities and the impact on brands. This research seeks to fill this gap by developing an understanding of social capital in order to assist marketers to utilise OBC more effectively. This study investigates the use of social capital in two ways: firstly, to examine the presence of social capital in OBCs; and secondly, to examine the potential impact of social capital on brand knowledge. Accordingly this study is deductive in nature, using a web-survey approach. Thirty-five Volkswagen consumer-initiated OBCs were involved in the survey which was selected from www.Xcar.com in China. This study finds that both social capital and brand knowledge constructs have a high level of reliability and validity, which indicates their presence within consumer initiated OBCs. Further, a significant causal relationship is found between social capital and brand knowledge. In particular, each dimension of social capital exerts differential effects upon brand knowledge. The findings are an original contribution to social capital theory and OBC studies and they are also important for brand owners and community leaders who wish to develop and implement OBC strategies.
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PAN, CHUN-YANG, and 潘俊揚. "The Influences of On-Line Brand Community Characteristics, Brand Community Integration on Brand Community Identification and Brand Loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/ctdgba.
Full textAbstract:
碩士東海大學
企業管理學系碩士班
105
The rapid development of information technology has facilitated a generation of more innovative and interactive social networking platforms, such as Facebook and Twitter. In such a context, previously known methods and channels for consumers to connect with a brand, and for businesses to search for consumers, have been completely disrupted. Currently, research on online brand communities tends to focus on factors that affect brand loyalty. Very few scholars have investigated the characteristics required for an online brand community to attract new members and promote the relationship between the brand and its customers. No studies have approached the relationship between brand communities and brand loyalty from the perspective of community identification. Moreover, the majority of previous studies on brand communities have had a tendency to focus on customers of automobiles and 3C products as research subjects, with a particular focus on blogs and message boards as online social platforms. Limited research has examined online brand communities in a social media-based environment, such as Facebook brand pages. The purpose of this study is to explore the importance of managing brand communities in the virtual environment of the internet; to demonstrate how companies are able to enhance the brand community identification of consumers, and in turn brand loyalty, through encouraging participation in brand communities; and to understand the characteristics of an online brand community that are required to attract and influence members and customers. The detailed objectives are as follows: (1) summarize the important characteristics of online brand communities; (2) examine the influence of characteristics of online brand communities on brand community integration; (3) investigate the impact of brand community integration on brand community identification; and (4) explore the effects of brand community identification on brand loyalty. A conceptual framework was established based on review of past literature, Followers of the Adidas Facebook page were recruited as research subjects; a questionnaire was utilized and 208 valid responses were collected; and a multiple regression statistical analysis method was then adopted for data analysis. The results showed that (1) the characteristics were found to have a positive impact on brand community integration; (2) brand community integration was able to positively affect brand community identification; and (3) brand community identification was able to positively influence brand loyalty.
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Chen, Szu-Yu, and 陳思瑜. "Brand Community Characteristics, Community Identification and Brand Loyalty: The Moderating Effect of Brand Community Types." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/70270199230772042469.
Full textAbstract:
碩士國立交通大學
管理科學系所
97
Recent advances in information technology have created different media for self-expression and information sharing, such as blog or community. These emerging platforms enable consumers to get useful information easily. Corporate starts to notice the benefit of using these channels to approach consumers, especially brand community have getting the attention of the field of business and academic. This study addresses three major characteristics of the brand community: technology acceptance level, interaction and rewards for activities. The relationship between how brand community characteristics affect community identification and brand loyalty is examined. In particular, how the hosting types of brand community affects the relationship between community characteristics and community identification is also examined. A survey investigates into TV game console and online game communities have show as fellow results: 1.Community identification was significantly influenced by technology acceptance level, interaction, and rewards for activities. 2.The hosting types of a community have a significant moderating effect between community characteristics and community identification on technology acceptance level. 3.Community identification significantly increases brand loyalty. 4.This study also finds that community identification has mediating effect between community characteristics and brand loyalty. Key Words: Brand community, Technology Acceptance Model, Brand Community Integration, Community identification, Brand loyalty.
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Liu, Shu-Fen, and 劉淑芬. "Relationship of brand community, Involvement and brand loyalty - sports brands as examples." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/14799915900746483787.
Full textAbstract:
碩士國立交通大學
經營管理研究所
98
People like to be connected through group activities. Participation in sport activities sponsored by the brand company or join the brand related user group. This study explores the relationship among brandfests, product involvement, and brand loyalty in sports brands. The brand loyalty behavior can be further investigated by dividing consumers to two groups, recommend others to buy and repurchase intention. Through the survey studying, the demographic analysis shows that most people joined brandfests are male university students. Their ages are between 21 and 30. This research also shows people have positive significant effect of commend after joining brandfests. Besides, the level of involvement also has significant positive effect to positive repurchase intention. Moreover, through a variance analysis, the result shows (1) people who attended NIKE running club are male students (2) people who joined ASICS competition are almost technology engineers.
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Pei-Tzu, Chan, and 詹佩慈. "A Influence of Brand Community and Brand Community Love on Brand Community Loyalty: The Case Study of Pharmacy." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/23676r.
Full textAbstract:
碩士國立臺北商業大學
商學研究所
103
In this consumer-driven market environment, many enterprises focus on the consumer experience and feelings or emotional factors. Thus, making the concept of Brand Love emerge to meet a historic destiny. That is to provide a new perspective for marketing or consumer behavior research. In addition, establishing Brand Community is also the important of marketing communication channels for enterprises about the pursuit of market of visibility and influence. In summary, Brand Love is the core of generating the long-term link for relationships between enterprises and consumers. Establishing Brand Communities is one of the best ways for enterprises and consumers to create value and enhance Brand Loyalty together. The study will discuss the concept of "Brand Community" and "Brand Love" simultaneously via the members of the pharmacy brand community. The study analyzes by equation modeling and we found that Brand Community Identity has evidently positive influence on Brand Community Involvement, Brand Community Love and Brand Community Loyalty; Brand Community Experience has the significant positive effect on Brand Community Identity and Brand Community Love; Brand Community Involvement has evidently positive influence on Brand Community Love; Brand Community Love has evidently positive influence on Brand Community Loyalty. Finally, there is positive influence between Brand Community Involvement and Brand Community Loyalty, but there is no significant influence.
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Chen, Sih-Yun, and 陳思芸. "The Relationship Between Online Brand Community Management and Brand Community Identity." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/67800873343062394707.
Full textAbstract:
碩士國立屏東大學
行銷與流通管理學系碩士班
103
Since 2000 years, virtual community’s development already mature considered “Brand Community” of the management mode. Company preferences is the management mode of brand community, according to 2013 years, top five global ranking the community platform are Facebook, Youtube, Twitter, LinedIn and Sina Weibo. This study is focus on how company manages brand community effective. Therefore, this study through Facebook and Sina Weibo as company brand community’s platform, regard service quality as key elements of brand community management. Based on concept of service quality, we are divides function quality and technology into “Web Content” and “Website Service Quality” as brand community management’s independent variable construct; “social value” and “information value” is mediator of community value; Personality Traits the “Extraversion” and “Agreeableness” as moderator construct, “brand community identity” is a dependent variables. In summary, this study adopt web questionnaire, target at Taiwanese and Chinese community members’ use and browse company brand community to make convenience sampling. We collect 747 questionnaires that include 148 invalid and 595 valid. SPSS is applied to analysis data and test hypothesis. First, this study find that the effect of community value to brand community management, “web content“ is more influence than website service quality in information value; however, website service quality is more influence than web content in social value. Second, the effect of brand community to social value, social value is more influence than information value in brand community. Third, the effect of social value, website service quality is more influence than web content, social value is more influence than information value. Finally, the moderator effect of personality traits, the effect of brand community identity to information and agreeableness are significant when interact in personality and information value.
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Yang, Su Jhen, and 楊素貞. "The Influence of IBC to Brand Community Equity – The Mediation Effect of Brand Community identity and Brand Community Commitment." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/q64j2q.
Full textAbstract:
碩士國立臺北商業技術學院
商學研究所
101
Today, Internet development and convenient, Internet media create many emerging platforms allow consumers to easily obtain the required information. Due to the physical storefront competitive space narrowing, gradually into the era of network competition, and in recent years, people gradually transferred to the target community platform, and try to look for the relevant product and service information. Therefore, creating an online brand community of issue is gradually being taken seriously, corporate marketing staff awareness to pluralism of build brand value, so brand community integration issues will be important. This research study to explore the brand community integration to enhance the brand equity by the brand community identity and brand community commitment, and the study uses Linear Structural Relations (LISREL) as a model validation tool to analyze, the study found the following points, brand community integration of four concept among the relationship between members and the product, the brand's relationship with members, members and corporate relations for the brand community commitment to have a significant impact. Brand community identity on brand community commitment also showed a significant positive impact. The brand community identity, brand community commitment was also found positive effects on brand equity. In addition, through the modification patterns found among members of the relationship with the brand, the relationship between members and corporate brand community equity has also shown a positive effect.
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Lee, Por-Yin, and 李博英. "The Relationship Among Brand Image, Brand Relationship Quality and Brand Loyalt: The Effect of Brand Community Identification and Brand Community Cohesiveness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/t5ud97.
Full textAbstract:
碩士輔仁大學
織品服裝學系
100
In recent years, the consumer emotional purchasing behaviors have become important issues in the business marking. The brands operated the “communities.”to generate great economic benefits, they also played the important role to decrease the purchasing risks, and also increased consumer brand loyalty. In many studies have pointed out that communities in the 3C products could with good effects, but are they able to get the same effect in the ever changing fashion industrials? In the study, we used the LISREL statistical software to analysis the various dimensions and verification of hypothesis. We chose brand image, brand relationship quality, community identity, cohesion and loyalty to figure out what the correlations between them. We adopted the medium price clothing brands to be the subjects, and chose the communities members to do the random sampling survey. The results showed that the brands themselves have good images could increase brand loyalty, it also has a significant relationship with the community identity.
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張睿哲. "Peer Identification, Online Brand Community Identification and Brand Loyalty: Brand-Community Identity Fusion as a Moderator." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94415005743886175889.
Full textAbstract:
碩士國立臺灣師範大學
管理研究所
101
Building an online brand community is an important mission for business and companies who want to obtain the marketing benefit, but few of them succeed. This research examines the relationship between the identification (member-to-community and member-to-member) in online brand community and brand loyalty. In addition, we also examine the effect that brand-community identity fusion brought to online brand communities owing to the diversified non-brand related content of them. At last, we propose several advice for practitioners to build an online brand community right.
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Yao, Chia-Jui, and 姚家瑞. "A Study of Influential Factors of Brand Community on Brand Loyalty –The example of Apple Brand Community." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/74183296096472025221.
Full textAbstract:
碩士淡江大學
企業管理學系碩士班
95
Two websites , Wretch in Taiwan and YouTube in US, are the best examples of that company creates brand value by free content. Through Wretch or YouTube, it is a positive information recycle that website users easily become communities because of free content and then communities further create more free content to attract more website users. So far, there are a lot of brand communities on the website in Taiwan. Brand communities present their support about concerning brand by kinds of media. So, enterprises shall assist brand communities to acquire more wonderful brand experiences, and extend their brand values to become the top one in the world. This research is to study enterprises how to create more and more enterprise identification by managing a brand community. Furthermore, enterprises increase their sales and brand value. This research is based on customer-centric conception of brand community (McAlexander, Schouten & Koenig, 2002), and brand community identification and Engagement (Algesheimer, Dholakia & Herrmann, 2005). By customers'' point, we study the relationship of brand relationship quality, brand equity, customer value, and brand identity. According to the hypothesis of this research, we adopt the case study on FrostyPlace, brand community of Apple Co., by questionnaire. The summary of the study result is as following, 1.Brand relationship quality of apple community are more important and emotional with community members, Brand equity of apple community are more impress and particular with community members. 2. Internet interpersonal relationship via discussion and communication on internet communities lets website users produce identification and participation on brand community. 3. Brand repurchase intentions are increased with managing brand communities via internet interpersonal relationship and brand identification. Brand fans are gathered by internet such as Wretch in Taiwan and YouTube in US. Internet interpersonal relationship extends to real interpersonal relationship due to managing brand community. Through the participation of brand community continually, it will increase the will of brand repurchase intentions. In other words, it is the best marketing strategy to establish positive relationship with customers by managing brand community.
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Yeh, Szuyu, and 葉思妤. "The effect of experiential marketing on brand community identity and brand loyalty – brand community participation as a mediator." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/02543142139246507984.
Full textAbstract:
碩士實踐大學
企業管理學系碩士班
101
Due to the fast- changing environment and economic influences and ever-evolving consumer spending habits, traditional marketing methods and retail promotional schemes do not satisfy consumer demands. Also, with mass factory production that results in product surplus, customer-oriented business governance must be implemented to capture customer’s emotional want and provide experiential excellence. Most importantly, creating an exclusive brand community participation that leads to brand community identity and brand loyalty are keys. This research discussion, based on Taiwan’s Apple authorized dealer, is on brand community participation as the mediating variable, in which experiential marketing will have positive effects on brand community identity and brand loyalty. With the application of experiential marketing in Apple stores, we put this method to the test and find out whether experiential marketing proves effective in this industry. This research is based on Schmitt’s strategic Experiential Models, SEMS in 1999, and Taipei’s Apple authorized dealers were the primary subjects. Questionnaires were presented and gathered as research analysis.
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Shih, Pai-Cheng, and 史百誠. "Study of User Participation in Software Brand Community: The Case of Microsoft Brand Community." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/6yc7x5.
Full textAbstract:
博士國立中央大學
資訊管理研究所
99
This study investigates the antecedents and the behavior of voluntary user and Lead Users in the software brand community—Microsoft brand community (MBC). Lead users in the MBC are called Microsoft Most Valuable Professionals (MVP). MVP is a voluntary program established by Microsoft to help user get technical answer from two Microsoft major brand community—TechNet and MSDN. MVPs are active in the company’s brand online community entities, and actively participate in the activities and share their expertise to solve technical problems and demonstrate their passion to encourage more participation from fellow members. A model is proposed based on the Theory of Planned Behavior, incorporating social intentions and three aspects of cognition (brand knowledge, normative community pressure, and community engagement) and beliefs (brand identification). This research attempts to look into behavior, instead of stopping at the level of behavioral intention. Data was collected from 173 Microsoft MVPs through a questionnaire survey administered during Taiwan and Greater China MVP Summit. 135 online survey answers were also collected from general community members. Analysis reveals that community participation intention is influenced by brand knowledge, normative community pressure and community engagement, which are influenced by their sense of identification towards the brand. Furthermore, participation intention, and in turn, affects MVPs’ behavior, which is moderated by their creativity relative level. This study confirms the importance of brand identity, brand knowledge, normative community pressure, and community engagement on their intention and behavior. The results can be a basis for companies to pay attention in building sound brand communities.
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Chang, Hung-Lun, and 張紘綸. "The Impact of Brand Community Engagement on Repurchase Intention － Brand Community Identification as Mediator." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5zb88z.
Full textAbstract:
碩士國立中正大學
企業管理研究所
103
This main purpose of this research is to investigate relationship between consumers' brand community engagement, brand community identification and repurchase intention in the context of smartphone cousumer generated brand communitis. Furthermore, this research also discuss that brand community identification is a significant mediator linking brand community engagement and repurchasing intention. This research will take the smart phone's brand community as example. In this study, questionnaire was used to collect data, and finally 259 valid sample are adopted, Using SPSS for data analysis, After statistical analysis and prove, we can find some conclusion： 1.The better brand community engagement is, the higher community identification have. 2.The better brand community identification is, the higher repurchasing intention. 3. The better brand community engagement is, the higher repurchasing intention. 4.The brand community identification is a significant mediator linking brand community engagement and repurchasing intention.
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Lee, ShouChung, and 李守中. "A study on sense of virtual brand community and participation of virtual brand community." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/37868142463398702186.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
99
This research is in discussed of the relations of sense of virtual brand community, the attitude of virtual brand community participation and virtual brand community participation. In accordance with the quotations of the correlation bibliography and logical inference, it has the necessity further to clarify the connections of all variables. This research affiliation completes by the questionnaire survey way. This research samples take people who had been registered in FACEBOOK and participated in FACEBOOK’s 3C brand community in taipei. Affiliation by participant’s reply, so we can understand the relations of sense of virtual brand community, the attitude of vir-tual brand community participation and virtual brand community participation. Alto-gether the questionnaires are 360, and there are 346 returned except invalid unfinished volume which has not filled in 26. Totally effective questionnaires are 320 and the ef-fective returns-ratio is 88%.The questionnaires were analyzed by a variety of statistical methods, such as descriptive statistics analysis, reliability analysis, correlation analysis, and hierarchical regression analysis in this research. This research’s analysis showed that intermediary variable the attitude of virtual brand community participation with sense of virtual brand community and virtual brand community participation have a significant mediating effect.
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Huang, Ching-Fang, and 黃勁方. "The Influence of Online Brand Community on Brand Royalty." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93730461628319765232.
Full textAbstract:
碩士國立高雄第一科技大學
服務科學管理研究所
100
With the growing population of Internet, the corporate brand management channel extends from physical to virtual channels. through the use of community to reduce marketing costs, provider wide range of activity and product information, increase community user regularly for browed the online community. In the past studies, there was little research on online community characteristics, including “information quality”, “system quality”, “interactive” and “rewards”, and on influence between relationship quality “commitment”“trust”, and customer’s royalty. This research empirically test member of on-line brand community of the smartphone brand by using the questionnaire released in the internet to facilitate the sampling, using AMOS18 and SPSS17 analyze the result, with total of 263 effective questionnaires. The result show that the managers of the online brand community by enhancing the quality of information (such as: multu-product information and valuable information),system quality(such as: provide reliable user interface and easy to search date ), interaction (such as: increased interaction with community members, responding to the message with the management of community) to enhance the member''s intention to use, and maintain good community relations, in relationship quality In relationship quality, online brand community managers can enhance the community of online community members committed to increasing the loyalty of the members of the community for the community.
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HO, JO-CHI, and 何若齊. "The study of the influence of community dependent and community identity of online brand community on brand trust." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/4bgxsz.
Full textAbstract:
碩士國立中正大學
企業管理研究所
103
Social networking sites (SNSs) have infiltrated into the daily lives of many people. Messages are therefore passed on through personal computers, tablets and smartphones. In an era when the platform has reached its maturity, many brand owners are striving to make money out of the large amount of users. Web-based brand community is currently at issue around the world, so has it become a trend through which brand owners are utilizing as a means of marketing. A new way of consumption is emerging from the platform, and marketing strategies of brands are changing accordingly. It is needed for the owners to think of efficient measures of spreading messages by figuring out the features of online media and establishing reputation on the platform. Online media in today’s world are served not only as sites for communication but also the platforms for developing social relationships. Engaging users in the platform is believed to be a workable marketing plan. In order to keep customers informed of what’s happening lately, web-based brand community is as crucial as it is to the establishing and exposing of a brand. The analysis and empirical research in this study show that brand trust is influenced by community independence and community engagement. It is concluded that: 1.The greater the community dependence of a consumer, the greater the trust to the brand. 2.The more positive the community identification of a consumer, the greater the trust to the brand. Recognizing the causal effects, brand owners can strengthen their brand trusts while aiming at web-based brand community.
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LIN, HAN-JIE, and 林瀚頡. "The Impact of Brand Identity, Community Identity and Involvement of Online Brand Community on Sense of Virtual Community." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/ujaksp.
Full textAbstract:
碩士德明財經科技大學
行銷管理系
106
Social media is an important marketing channel in decade. Many brands have created their own business Facebook fan pages in order to cement the relationships with target customers. This study discussed the “Fans and fan pages” as two parts. First of all, Study One described the relationships between community members' brand identification, community identification, the sense of virtual community, brand loyalty and purchase intention along with their influence; Study Two explored whether the members' community involvement and lurking level impact on their sense of virtual community. The research object are official fan pages’ members that Lamigo fans and ChinaTrust Brother fans on Facebook. The results of Study One show that the higher brand identification, the higher community identification, thereby the high sense of virtual community and facilitating could increase brand loyalty and purchase intention. The statistical results of Study Two, community members' community involvement and lurking level impact on the sense of virtual community. Additionally, different levels of lurking level have the moderating effect on the sense of virtual community. For instance, community members with high community involvement and low lurking level have higher sense of virtual community, whereas those with low community involvement and high lurking level have lower sense of virtual community. The study results that when compared with lurking level, community involvement has greater impact on the sense of virtual community. The fans who less or no interaction with others in the community may still include the high sense of virtual community and positive attitudes towards the brand.
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Liu, Dar-Momg, and 劉大盟. "The effects of The social media brand community members’ brand engagement on brand trust: The mediating roles of brand identification and community identification." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2zq9qb.
Full textAbstract:
碩士中國文化大學
國際貿易學系
107
The purpose of this study is to explore the relationships among consumer brand engagement, brand identification, community identification and brand trust. We ad-ministered surveys via the internet to collect data from 318 consumers who use a social media to follow beauty or sport brands. The results show that: (1) brand engagement positively affects brand identification and brand identification; (2) brand engagement positively affects brand trust; (3) community identification and brand identification positively affects brand trust; (4) the positive effects of Brand engagement on brand trust is mediated by brand identification and community identification. This research discusses the implications of theory and social media, and suggestions for future re-search.
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Lin, Wei-Shiun, and 林煒勛. "A Study on Virtual Brand Community, Knowledge Sharing, Brand Loyalty and Brand Performance -An Empirical Investigation of the Sports Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/cee326.
Full textAbstract:
碩士國立臺北科技大學
經營管理系碩士班
101
Advances in information technology, making the Internet and living close links. Nowadays, more and more businesses and emerging entrepreneurs, in addition to the official website, more and more brands began to use social media as a new interactive communication platform. In a highly competitive environment, enterprises can use social media to build virtual brand communities, community sharing mechanism to enhance the brand loyalty with the company of members of their own values, and thus enhance corporate’s brand performance, corporate brand can be a sustainable business. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in the Internet community, and explore brand community in the industry, knowledge sharing, brand awareness and brand performance by way of structural equation modeling. The most significant findings are as following: There is a significant, positive correlation between Virtual Brand Community and Knowledge Sharing. There is a significant, positive correlation between Virtual Brand Community and Brand Loyalty. There is a significant, positive correlation between Virtual Brand Community and Brand Performance. There is a significant, positive correlation between Knowledge Sharing and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is not a significant, positive correlation between Knowledge Sharing and Brand Performance. In this survey, the sports brands‘ virtual brand community members were taken as empirical objects to explore the relationship between the variables and to develop marketing strategies to provide business owners as a reference in order to be able to contribute to the formulation of its marketing strategy and manage sports brands.
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Hsu, Ling-yi, and 許伶憶. "The Mediate Effect of Sense of Virtual Community between Brand Community Identification and Brand Loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/30475088603058004882.
Full textAbstract:
碩士國立中央大學
企業管理研究所
99
According to the operator of the brand community, the brand community can be classified into two categories. One is operated by the company, and the other is operated by consumers or a third-party. Is the past, most of researches concerning brand community focused on the brand community which was operated by the company, and less emphasized on the brand community which was operated by consumers or a third-party. Therefore, this study centers on the brand community which is operated by consumers or a third-party. This study aims to investigate why the brand community can raise the brand loyalty. After reviewing literature, the researcher builds the research framework and proposes hypotheses. The purpose of the study is to examine the following effects: The effect of brand community identification toward community participation, The effect of community participation toward perceived benefits, The effect of perceived benefits toward sense of virtual community, The effect of sense of virtual community toward brand loyalty, The effect of sense of virtual community toward brand relationship quality and The effect of brand relationship quality toward brand loyalty. The researcher considers Apple as the brand object because Apple is well-known as faithful customers. Participants in the study are members of the brand community of Apple. Data were collected via a web-based questionnaire survey during April 28- May5, 2011. A total of 382 questionnaires were collected and confirmed as valid samples. The researcher analyzes data by means of descriptive statistical analysis, reliability analysis, validity analysis, and structural equation model analysis. This study shows the following results. Brand community identification has positive significant effect on community participation. Community participation has positive significant effect on perceived benefits. Perceived benefits have positive significant effect on sense of virtual community. Sense of virtual community has positive significant effect on brand loyalty. Sense of virtual community has positive significant effect on brand relationship quality. Brand relationship quality has positive significant effect on brand loyalty.
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Goellner, Katharina. "Brand Community Duty: The Role of Duty in Brand Communities." Thesis, 2012. http://hdl.handle.net/10214/3593.
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In their exploratory study Muniz & O’Guinn (2001) found three markers of a brand community: a sense of belonging, rituals and tradition and a sense of duty toward the community. Two of the three markers of community have been included in conceptual models on brand communities. However, the third marker (sense of duty) has not been implemented up to now. Hence, the objective of this thesis is to extend Bagozzi & Dholakia’s (2006) brand community model by incorporating the construct “sense of duty”.
In this research, a conceptual model of brand communities is developed. Overall, the findings support the conceptual model. The results show that sense of duty is a decisive mediator of brand community behaviours and that sense of duty is divided into three distinct components: new member integration, product usage and member retention. Further, this research indicates that community-related behavioural intentions are not significantly related to purchase intentions.
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Yeh, Hui-Wen, and 葉蕙文. "Using brand commitment and community identification to predict brand loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/06151800665872756412.
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碩士國立臺灣師範大學
管理研究所
100
With the advanced information technology, consumers always try to collect the information about the product they want to buy on the Internet before them making decision. Consequently, Brand community plays an important role in our life. This paper develops the model to explain the sources of brand loyalty on individual and group level, the individual level is brand commitment and the group level is brand community identification that is based on social identity theory. The results suggest that brand commitment can enhance brand loyalty effectively, but the brand community identification for brand loyalty doesn’t has influence and only through brand commitment as mediator, makes brand community identification enhance brand loyalty effectively. In this paper, brand commitment can be measured by three values: affective commitment, calculative commitment and normative commitment. Brand community identification can be measured by three values: cognitive identification, affective identification and evaluation identification, and the brand community identification based on second-factor confirmatory factor analysis model. We have collected One hundred and twenty-six respondents those participated Ford’s community-FSC group. Implications for managers and future research directions are discussed.
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Carlson, Bradley Dean. "Brand-based community the role of identification in developing a sense of community among brand users/." 2005. http://digital.library.okstate.edu/etd/umi-okstate-1303.pdf.
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Hong-syu, Chang, and 張宏旭. "A study of the Relationship among Automobile Brand Community, Community Identification, Relationship Quality and Brand Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/18183084619974815384.
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碩士國立嘉義大學
管理研究所
95
The Brand has always been the most important issue in marketing a business. A strong brand is the wealth to a business. Although a business can survive with a strong brand, it has to promote its brand value all the time and keep good relationships with its customers. Prahalad and Ramaswamy (2004) indicate that whether a business is competent lies in the value that it creates together with its customers. The formation of such a brand community is one of the best ways that a business can do to increase its brand loyalty. This research adopts the two theories: the Brand Community Integration Relationship, given by McAlexander, Schouten and Koenig (2002), and the An integration of Relationship Benefits and Relationship Quality, proposed by Hennig-Thurau, Gwinner and Gremler (2002). By taking the members of the automobile brand community in Taiwan as the research populations, this research studies the impacts of the integration of the brand community relationships on the community identification, relationship quality and brand loyalty. This research investigates the community of top automobile sales in 2006, including Nissan,Toyota, Ford, Mazda, Honda and Mitsubish. The data sets are questionnaires collected from the internet. A total of 315 samples were collected, among which 301 samples are effective. Pearson’s correlation analysis and structural equation modeling are applied to verify the hypothesis of this research. We have the following conclusions. From the perspective of brand community integration relationship and community identification, the relationship between the brand community member and the brand, and, the relationship between the product and other brand community members have significant impact on the community identification. From the perspective of brand community integration relationship and relationship quality, the relationship between the brand community member and the brand, and, the relationship between the product and the business have significant impact on the relationship quality. Additionally, brand community integration relationship, community identification and relationship quality also have significant impact on the brand loyalty. However, the community identification and relationship quality have medium impact on brand loyalty. In summary, the formation of the brand community of the automobile industry in Taiwan does enhance customers’ brand loyalty.
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Wu, Wen-Jing, and 吳文經. "A study on Participative Behavior of a Brand Community －the Spontanous Virtual Brand Community of Pentax." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/71581589195195838886.
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碩士元智大學
資訊管理學系
96
The brand community plays an important role for enterprises and customers. This research based on theory of planned behavior and together with the social exchange theory to set up the analytic framework of this research. This research carries the discussion to the domestic brand community with an administrator and senior members, discusses which factor can influence the brand community? Make use of suggestion to enterprises and the brand community''s operator for development in the future. After reviewing the literature, this research shows altruism, reputation, subjective norm, perceived behavior control will all influence community member’s attitude and participation of the brand community. This research focuses on Pentax Fans Club － the brand community of photography.Survey will be collected for empirical analysis, and 730 effective samples are collected, draw the important research conclusion as follows : 1. Altruism, reputation, main group''s subjective norm, sub group’s subjective norm, perceived facilitating conditions, quantity / amount of money facilitating conditions and self-efficay, all the factors have influence to brand community member’s attitude. 2. Attitude, perceived facilitating conditions, quantity / amount of money facilitating conditions and self-efficay, all as the factors have influencing brand community member’s participation. 3. In this research we discovered when brand community member spend more resources to get the product, and he will spend more time to participate the brand community. On the other hane, people who spend more time to participate the brand community also buy more products. The enterprise should notice this result.
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Chaung, Pi-Chung, and 莊弼棕. "The Impacts of Four Relationships of Brand Community Members on Brand Community Identification and Loyalty – The Example of Automobile Community." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/15975568661478728902.
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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.
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Ng, Bee-Ling, and 黃美鈴. "The Driving Factors and Values of Cosmetics Shopping in Online Brand Community:A Brand Community Relationship Perspective." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/s3xn7v.
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碩士朝陽科技大學
企業管理系
103
By using social media as a unique marketing strategy, it will be the successful marketing of blue ocean strategy, and for now the successfully developed social media ‘Facebook’ has its own social tools, such as the fan page to keep close with the fans, by elevating the strategy performance, and also considered to be one of the most proactive marketing tool. However, existing studies have been able to support and the help of the brand on customer loyalty and purchasing behavior in the community, but these studies are still unable to explain ‘how’ business was driven by brand community and influence the consumer’s behavior. Hence, creating performance made it difficult to offer a business through effective community marketing operating instructions. Furthermore, McAlexander, Schouten and Koenig (2002) noted that customer-centric brand of community relations could explain more effectively the relationships between brands and consumers. Based on this, our research will take ‘Small Three Parity Beauty’ as an example, the prime is to define: (1) Fans joining the brand’s community as motivation, and by understanding how the fan page would affect fans by joining. (2) By figuring how to use the community to affect and drive fans to have more purchasing. (3) What perception do community members gain during the process? Results found: 1. Enterprises want to motivate consumers to join fan page due the importance on the external and internal motivation. 2. From the analysis of the brand communities that motivated the purchasing behavior, the relationship between marketing staff and consumers affect the most in purchasing activities, followed by the relationships are :between consumers and consumers, brand and consumers and information of product and consumer. 3. By gaining perceivable value during participating brand community, community members gain most of the functional value and social values. In conclusion, researches are according to the conclusions made substantive recommendations and future research directions.
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Tsung-Min, Hsiao, and 蕭宗憫. "The Research of Virtual Brand Community." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/75481460243934618238.
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碩士國立中興大學
企業管理學系所
94
In the recent years, brand community is regarded as a new marketing communication channel. However, there are only few researchs probing into the virtual brand community, therefore, this study extends the concept of brand community to the internet environment, explores whether brand community identification will raise customers’ involvement to the brand and affects brand commitment. This study takes the three determinants of technology acceptance model(perceived usefulness、perceived ease of use and perceived enjoyment) and brand community integration as determinants of brand community identification. The research is proceeded by using questionnaires through the internet, and samples are collected from three virtual brand community (Apple、IBM and Sony).Total 159 valid responses were received. We work on these samples by applying the methods of factor analysis, regression analysis and structural equation modeling. According to the analytic result of this study, we find that the three determinants of technology acceptance model have positive effect on brand community identification ; brand community integration affects brand community partially ; and brand community identification also affects brand commitment partially. In addition, brand community integration has positive effect on brand commitment. Finally, basing on the analytic result, this study indicates the research conclusion、some theoretical and managerial implications、the research limits and suggestions of future research.
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林尚賢. "An Influence of Brand Community Identification and Community Engagement on Brand Loyalty –The example of Smart Phone." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/46915035572843667512.
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HONG, YI-JIA, and 洪翊嘉. "The Research of Difference between Online Brand Community Personality and Brand Personality on Brand Dilution." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/44985246441127227832.
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碩士中國文化大學
行銷碩士學位學程碩士班
105
The rise of the Internet community has become a mainstream trend, from the business owner's point of view, Internet community has become a new platform in contact, interactive and Brand Promotion with customers. The current virtual brand community is quite popular. But shaping brand community personality doesn't match with the actual brand personality happens very often, so consumer confused about brand cognition. But there are fewer brands dilute this type of related research in the past. Accordingly, this study shows that understanding the relationship between online brand community personality and brand personality are difference. The result has a positive impact in brand development. By collected and aggregated literature to discuss the establishment of the hypothesis, and study is expected to follow through questionnaires, targeted by consumers who use the brand community to investigate. We recovery of 442 valid questionnaires. The result revealed that difference between online brand community personality and brand personality has a positive relationship with brand dilution, and indeed interference because of brand awareness. At last, discussed the implications for theory and managerial practices. Hope the results can provide reference valuable and contribution to academia and brand industry.
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Yu, Bor-An, and 游博安. "The study of relationships in members of brand community between participation of brand community and brand loyalty-The example of Kawasaki heavy motorcycles." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/36578999425025178340.
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碩士國立高雄應用科技大學
國際企業系
99
This day, more and more enterprises face intensive competition in toughly environment, the enterprise is not only one factor to dominate whole market, the influences of customers would be spread and replace enterprises, the interaction between customers and enterprise not only for trade. How to maintain the relationships between enterprises and customers and build up the customer relationship management, that’s more important. In previous literature, customers always have interaction with other customers who use the same goods, thus, they would build one kind of community, this community will provide some kind of information or feedback to enterprise about markets or goods. For this reason, the customer’s community had reproduced different influences on brand of company or enterprise. The study had been made for heavy motorcycles community, we designed the brand identification, products characteristic, brand awareness, the interaction of members in community and The relationship between firm and brand community as independent variable, in additional, the brand community participation and brand loyalty as dependent variable. The data had been collected by questionnaire and did the analysis by regression analyze to prove the relationship for independent and dependent variable. By the analysis, the positive relationship had been existed between brand community participation and brand loyalty, brand awareness and the interaction of members in community will make user to reproduce positive influence on the interaction of members in community. Finally, we get the results on the relationship between firm and brand community, we found the positive influence in the brand community participation and brand loyalty. Key Words: brand identification, products characteristic, brand awareness, interaction of members in community, relationship between firm and brand community, brand community participation, brand loyalty
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Chen, Ping-Hung, and 陳柄宏. "The effects of virtual brand community member’s characteristics on brand community commitment: The moderating role of hosting type." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/79494125262982297983.
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碩士中國文化大學
國際貿易學系碩士班
98
The study examined the relationship between virtual brand community member’s characteristics and brand community commitment, and examined the moderating role of the relationship between virtual brand community member’s characteristics and brand community commitment. Data were collected from an online survey to members of virtual brand communities, including Window Xbox players’ forum, LOMO Taiwan Group, Nissan Taiwan club, BMW motor club, fans community of Yulon basketball team, Apple users’ community, Sony PSP players group, Yankees’ fans club, and L. A. Lakers Fan’s club. Total 227 members provided the effective data. The results revealed that brand community commitment was influenced positively by the mem-ber’s characteristics, such as self-enhancement, self-transcendence and self-expression. Moreover, the hosting type of virtual brand community moderated the relation between the member’s characteristics and brand community commitment. The authors discussed the implications for theory and managerial practices and suggested directions for the future study as well.
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JIANG, PEI-LIN, and 蔣沛霖. "The Influences of Brand Community Engagement and Experienced marketing on purchase Intention － Brand Community Identification as a Mediator." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/y66q36.
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碩士國立高雄應用科技大學
資訊管理系碩士在職專班
106
Nowadays, living in this era of internet development, information can be exchanged and caught through different ways, the convenient feature of network without time and geographical restrictions attracting the public to gather information through the Internet. Along with the spread of community marketing, the members of community discuss and share the related information about the brand which they all like. Besides, the difference between products is getting smaller, products cannot win in the market if only relying on the product superiority. The brand has become a key to the survival and continuous growth of the company. Therefore, in the era of consumer-oriented product market, in order to increase consumer’s willingness to purchase the product, the brand will tend to enhance the participation of costumer in fan page. As long as the development of “the experience economy” and the change of consumption patterns, the meaning of consumption has evolved from satisfying basic needs to the experience of consumers pursuing self-identification and life values. They establish their identity with the brand community to provide a good experience process in order to satisfy the consumers' mental needs, thereby increasing purchase behavior. From this point of view, the establishment of a brand community has become an integral part of the pursuit of market competitiveness and influence. In order to understand the impact of brand community engagement and experienced marketing on purchase intention, this study focuses on brand community identification as an intermediary variable factor. Furthermore, this research also takes "product involvement" as a moderator into consideration and expects to further understand the purchasing behavior of consumer. In this study, the brands of pet products, which were less emphasized in the past brand community studies, were selected as the empirical targets. Since the proportion of singles and unmarried people has increased year by year in recent years, the situation of domestic declining birth rate is serious, more and more people are not willing to have children and tend to keep a pet as substitute. As pets change their roles in human’s live, pets' economy becomes a new market opportunity. In this study, questionnaire was used to collect data, and finally 357 valid sample are adopted. Using PLS for data analysis, After statistical analysis and prove, we can find some conclusion： 1.There is a positive relationship between brand community engagement and community identification. 2.There is a positive relationship between brand community identification and purchase intention. 3.There is a positive relationship between experienced marketing, community identification and purchasing intention. 4.Product involvement has moderator effect of experienced marketing and purchase intention.