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논문검색

브랜드 커뮤니티와 브랜드 애착

원문정보

Brand Community and Brand Attachment

강명수

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초록

영어

This study developed the measurement scale for brand attachment and tested the empirical analysis on the performance of brand community, which has been a great concern of marketing these days and mainly conducted theoretically. As performance variables, I selected the brand attachment, which indicates the productivity of on-line community such as the effectiveness of marketing productivity, customer satisfaction, and customer loyalty.In empirical analysis, I divided sample into two groups - brand community members and non-members - and tested how brand community impacts on brand attachment, using ANCOVA and MANCOVA. Empirical results show that brand attachment is a one-dimension construct consisting of three components-care with company, care with other user, love- in a community group. It is also found that using the brand community can increase brand attachment. Finally, I discussed contributions and Limitations of this study.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 연구방법
 Ⅳ. 실증연구
 Ⅴ. 결론
 참고문헌
 <Abstract>

저자정보

  • 강명수 Kang, Myung-Soo. 한성대학교 무역학과 조교수

참고문헌

자료제공 : 네이버학술정보

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