Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/34997
|
| Title: | 品牌社群經營、品牌社群關係與品牌忠誠度之關係 |
| Authors: | 林育正
Lin ,Yu-Cheng |
| Contributors: | 張愛華
白崇亮
林育正
Lin ,Yu-Cheng |
| Keywords: | 品牌社群
社群關係
品牌忠誠度
品牌社群經營
品牌社群關係
品牌類型
Brand Community
Community Relationship
Brand Loyalty
Brand Community Management
Brand Community Relationship
Type of Brand |
| Date: | 2005 |
| Issue Date: | 2009-09-18 13:31:20 (UTC+8) |
| Abstract: | 品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。
本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。
本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論：
一、品牌社群關係與品牌忠誠度
品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。
二、品牌社群經營與品牌社群關係
社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。
三、社群成員對品牌的理性傾向與品牌社群經營
理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。
四、品牌理性傾向與品牌忠誠度
雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。
Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research.
The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”.
The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis:
1. Brand community relationship and brand loyalty
Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship.
2. Brand community management and brand community relationship
Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience”
3. Community members’ rational inclination toward brand and brand community management
Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community.
4. Brand rational inclination and brand loyalty
Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company. |
| Reference: | 【中文部份】
1. 呂玉華（民國79年），產品特質、訊息類型與企業行銷策略關係之研究，國立政治大學企業管理研究所碩士班，碩士論文
2. 林靈宏（民國82年），消費品類型、創新類型與新產品行銷策略關係研究，國立政治大學企業管理學系碩士班，碩士論文
3. 林靈宏、劉水深、洪順慶（民83年），消費品類型、創新類型與新產品行銷策略關係研究，管理評論，第13期，頁 57-77
4. 佛德雷克．瑞奇哈徳（Frederick F. Reichheld）（2004），顧客忠誠，成長之始，哈佛商業評論中文版（一月），第二八期
5. 周文賢（2002），多變量統計分析：SAS/STAT使用方法，智勝出版社
6. 邱至聖（2001），策略行銷分析－架構與實務應用，智聖出版社
7. 星野克美、岡本慶一、稻增龍夫、青木貞茂等箸（民國80年），符號社會的消費，黃恆正 譯，遠流出版公司，社會趨勢叢書
8. 張瓏耀（民國93年），擁有者關係與人格特質對品牌社群活動的影響-以休旅車社群為例，淡江大學國際貿易學系碩士班，碩士論文
9. 廖棟樑（民國94年），品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響，國立政治大學企業管理學系碩士班，碩士論文
【英文部分】
1. Anderson, Benedict（1983）, Imagined Community, London：Verso.
2. Aggarwal, Pankaj（2004）, “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior”, Journal of Consumer Research, Vol. 31（1）, pp. 87-101
3. Algesheimer, René, Utpal M. Dholakia, and Andreas Herrmann（2005）, “The Social Influence of Brand Community：Evidence from European Car Clubs”, Journal of Marketing, Vol. 69, pp.19-34
4. Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, V. Kumar, A. Parasuraman, and Creed Terry（2002）, “Marketing Actions and the Value of Customer Assets－A Framework for Customer Asset Management”, Journal of Service Research, Vol. 5（1）, pp. 39-54
5. Boorstin, Daniel J.（1974）, The Americans：The Democratic Experiences. New York：Vintage
6. Bressler Stacey E. and Charles E. Grantham（2000）, Communities of Commerce: Building Internet Business Communities to Accelerate Growth, Minimize Risk, and Increase Customer Loyalty, New York：McGraw-Hill
7. Chang, Ai-Hwa and Tseng, Chiung-Ni（2005）, “Building Customer Capital through Relationship Marketing Activities－The Case of Taiwanese Multilevel Marketing Companies”, Journal of Intellectual Capital, Vol. 6（2）, pp.253-266
8. Clark, Margaret S., Judson Mills, and David M. Corcoran（1989）, “Keeping Track of Needs and Inputs of Friends and Strangers”, Personality and Social Psychology Bulletin, Vol. 15, pp.533-542
9. Clark, Margaret S., and Judson Mills（1993）, “The Difference between Communal and Exchanges Relationships：What It Is and Is Not”, Personality and Social Psychology Bulletin, Vol. 19, pp.684-691
10. Cova, Bernard（1997）, “Community and Consumption：Toward a Definition of The Linking Value of Products or Services”, European Journal of Marketing, Vol. 31, pp.297-316
11. Cova, Bernard, and Cova, Véronique（2002）, “Tribal Marketing－The Tribalisation of Society and Its Impact on The Conduct of Marketing”, European Journal of Marketing, Vol. 36, pp.595-620
12. Day, G.S.（1969）, “A Two-Dimensional Concept to Brand Loyalty”, Journal of Advertising Research, Vol. 9（3）, pp. 29-35
13. Duncan, Tom, and Sandra E. Moriarty（1998）, “A Communication-Based Marketing Model for Managing Relationships”, Journal of Marketing, Vol. 62（2）, pp.1-13
14. Fournier, Susan（1998）, “Consumers and Their Brands：Developing Relationships Theory in Consumer Research”, Journal of Consumer Research, Vol. 24, pp.343-373
15. Garbarino, Ellen, and Mark S. Johnson（1999）, “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships”, Journal of Marketing, Vol. 63, pp.70-87
16. Goulding, C., Shankar, A., and Elliott, R.（2001）, “Dance Clubs, Rave and The Consumer Experiences：An Exploratory Study of a Culture Phenomenon”, Proceedings of the European Association for Consumer Research Annual Conference, Berlin
17. Guest, L.P.（1964）, “Brand Loyalty Revisited：A Twenty Year Report”, Journal of Applied Psychology, Vol. 48, pp. 93-97
18. Hansotia, Behram（2004）, “Company Activities for Managing Customer Equity”, Journal of Database Marketing and Customer Strategy Management, Vol. 11, pp. 319-332
19. Hinde, Rebort A.（1976）, “On Describing Relationships”, Journal of Child Psychology and Psychiatry and Allied Disciplines, Vol. 17, pp.1-19
20. Hogan, John E., Katherine N. Lemon, and Ronald T. Rust（2002）, “Customer Equity Management－Charting New Directions for the Future of Marketing”, Journal of Service Research, Vol. 5（1）, pp.4-12
21. Jacoby, Jacob, and Chestnut, Robert（1978）, Brand Loyalty Measurement and Management, New York：John Wiley and Sons
22. Jarvis, Lance P., and James B. Wilcox（1976）, “Repeat Purchasing Behavior and Attitudinal Brand Loyalty：Additional Evidence”, In Marketing：edited by K.L. Bernhardt, AMA, pp.151-152
23. Jones, Thomas O., and W. Earl Sasser, Jr.（1995）, “Why Satisfied Customers Defect, Harford Business Review”, Vol. 73, pp. 88-99
24. Karp, D., Stone, G., and Yoels, W.（1977）. “Being Urban：a Social Psychological View of City Life, Lezington”, MA：Heath and Company
25. Maffesoli, M.（1996）, The Time of the Tribes, London：Sage
26. Martensan, Anne, Gronholdt, Lars, and Kai Kristensen（2000）, “The Drivers of Customer Satisfaction and Loyalty: Cross-Industry Findings from Denmark”, Total Quality Management, Vol. 11, pp.544-553
27. McAlexander, James H., and John W. Schouten（1998）, “Brandfest：Servicescapes for the Cultivation of Brand Equity”, in Servicescapes：The Concept of Place in Contemporary Markets, John F. Sherry Jr., ed. Chicago：American Marketing Association, pp. 377-402
28. McAlexander, J.H., Schouten, J.W., and Koenig, H.F.（2002）, “Building Brand Community”, Journal of Marketing, Vol. 66（1）, pp. 38-55
29. McAlexander, J.H., Kim, S.K., and Roberts, S.D.（2003）,”Loyalty：The Influences of Satisfaction and Brand Community Integration”, Journal of Marketing Theory and Practice, Vol.11（4）, pp.1-11
30. McGrath, Mary Ann, John F., Sherry Jr., and Deborah D. Heisley（1993）, “An Ethnographic Study of an Urban Periodic Marketplace：Lessons from the Midville Farmer’s Market”, Journal of Retailing, Vol. 69, Issue 3, pp. 280-319
31. McMillian, D.W., and Chavis, D.M.（1986）, “Sense of Community：a definition and theory”, Journal of Community Psychology, Vol. 14（1）, pp. 6-23
32. McMillian, D.W.（1996）, “Sense of Community”, Journal of Community Psychology, Vol. 24（4）, pp.315-325
33. McWilliam Gil（2000）, “Building Stronger Brands through Online Communities”, Sloan Management Review, Vol. 41（3）, pp.43-54
34. Monroe, Kent B., and Joseph P. Guiltinan（1975）, “A Path-Analytic Exploration of Retail Patronage Influences”, Journal of Consumer Research, Vol. 2, pp. 19-28
35. Muniz, Albert and Thomas O’Guinn（1996）, “Brand Community and the Sociology of Brands”, in the Special Session, “Communities of Consumption：A Central Metaphor for Diverse Research”, in Advances in Consumer Research, Vol. 23, Kim P. Corfman and John G. Lynch, eds. Provo, Ut：Association for consumer Research., pp. 265-266
36. Muniz, Albert and Thomas O’Guinn（2001）, “Brand Community”, Journal of Consumer Research, Vol. 27（4）, pp. 412-432
37. Murphy Patrick E., and Enis Ben M.（1986）, “Classifying Products Strategically”, Journal of Marketing, July, Vol. 50, pp. 24-42
38. Oliver, Richard L.（1999）, “Whence Consumer Loyalty？”, Journal of Marketing, Vol. 63, pp.33-44
39. O’Malley, Michael N., and Lester Andrews（1983）, “The Effect of Mood and Incentives on Helping：Are There Some Things Money Can’t Buy？”, Motivation and Emotion, Vol. 7, pp.179-189
40. Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L.（1985）, “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol. 49（4）, pp. 41-50
41. Reynolds, Thomas J., Gutman, Jonathan（1984）, “Advertising Is Image Management”, Journal of Advertising Research, New York, Vol. 24（1）, pp.27-37
42. Rosenbaum, Mark S., Ostrom, Amy L., and Kuntze Ronald（2005）, “Loyalty Programs and A Sense of Community”, Journal of Services Marketing, Vol. 19（4）, pp.222-233
43. Rothaermel, F.T. and Sugiyama S.（2001）, “Virtual Internet Communities and Commercial Success：Individual and Community-Level Theory Grounded in the Atypical Case of TimeZone.com”, Journal of Management, Vol. 27（3）, pp.297-312
44. Rust, R.T., Lemon, K., and Zeithaml, V.（2001）, “Modeling customer equity”, Working Paper Series, No. 01-108, Marketing Science Institute, Cambridge, MA
45. Sheth, Jagdish N.（1968）, “A Factor Analytical Model of Brand Loyalty”, Journal of Marketing Research, Vol. 5, pp.395-404
46. Smith, Rodney E., and William F. Wright（2004）, “Determinants of Customer Loyalty and Financial Performance”, Journal of Management Accounting Research, Vol. 16, pp.183-205
47. Stum, David and Alain Thiry（1991）, “Building Customer Loyalty”, Training and Development Journal, Vol. 45（4）, pp.34-36
48. Towel, Jeffrey G., and Claude R. Martin（1976）, “The Elderly Consumer：One Segment of Many？”, Advances in Consumer Research, Vol. 3, pp.463-468
49. Vaughn, Richard（1980）, “How Advertising Work：A Planning Model”, Journal of Advertising Research, Vol. 20（5）, pp. 27-33
50. Wilson, Timothy D., Dolores Kraft, Dana S. Dunn（1989）, “The Disruptive Effect of Explaining Attitude：the Moderating Effect of knowledge about Attitude Object”, Journal of Experimental Social Psychology, Vol. 25, pp. 379-400 |
| Description: | 碩士
國立政治大學
企業管理研究所
93355057
94 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0093355057 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
