earticle

영어

Brand community is a interactive place which relationship between consumers and brand is created and developed in, and accordingly it is a place which people share interests and experiences and interaction is formed in.This research examines more closely the performances and the process of deepening relationship in brand community. At the same time it would suggest available marketing strategies to make, maintain and control brand community which is appearing as the main point of brand management strategy in the world of business.We can summarize several findings as follows.First of all, Based on previous findings regarding interaction and interactivity, factors of brand community interaction, namely mutuality, connectedness, personalization, and playfulness were derived.Secondly, this research provided and demonstrated a model of the relationship development process within brand communities and the improvement of brand community's relationship performance. The process is summarized by the following: Brand Community Interaction → Brand Community Identification → Relationship Performance.Thirdly, this research demonstrated the integrated relationship performance of brand community consisted of product performance, brand performance, company performance, other owners performance.