원문정보
Brand Community and Brand Attachment
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
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증연구
Ⅴ. 결론
참고문헌
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