earticle

영어

It becomes a important marketing tasks to build and maintain customer-company relationships through relationship marketing. In these flows, Interest and Importance about brand community is increasing as a primary means of building relationships with customers. This study defined brand community productivity by applying marketing productivity that represents the efficiency and effectiveness of the marketing activity to the brand community. It includes brand loyalty and community loyalty . This study also tried to show that identification's impact on the brand community productivity. Empirical studies have confirmed that high brand identification and high community identification group have a high brand community productivity. In conclusion, It is presented that build and maintain brand community is a primary measure to enhance marketing productivity.