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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54385
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54385


    Title: 品牌社群對品牌共鳴之影響-以社會資本論之
    The impact of brand community toward brand resonance: based on the theory of social caotal
    Authors: 楊智鈞
    Contributors: 張愛華
    楊智鈞
    Keywords: 品牌社群
    社會資本
    品牌共鳴
    品牌社群承諾
    抵抗性
    品牌愛慕
    社群參與
    Brand community
    Social capital
    brand resonance
    brand community commitment
    resistance
    brand love
    community engagement
    Date: 2011
    Issue Date: 2012-10-30 10:55:00 (UTC+8)
    Abstract: 本研究以社會資本理論為基礎,探討品牌社群中社會資本對於品牌共鳴的影響,並以多種產業的品牌社群為研究對象,針對九個品牌社群發放問卷,抽樣方式為便利抽樣,共計回收250份有效問卷。所有樣本以線性結構模式進行分析(LSREL)後,獲得下列結論:
    1. 社會資本的形成
    社會資本的形成是有順序性的,必須先從結構面開始,進而影響群體的認知面,最後促進關係面,如此才可以讓成員對社群發展高參與和承諾。
    2. 社群參與無法正向影響品牌社群承諾
    積極參與品牌社群的活動,有可能只是為了滿足成員自己的關係需求。因此,不一定能把社群成員對其他成員的承諾轉為對整體品牌社群的承諾。
    3. 品牌社群承諾的前因後果
    社會資本的關係面與認知會提升成員的品牌社群成承諾,而品牌社群承諾會正向影響抵抗性與品牌愛慕。
    4. 抵抗性、品牌愛慕與品牌共鳴的互相關聯
    (一)、抵抗性與品牌愛慕正向影響品牌共鳴
    品牌愛慕能正面影響顧客的品牌忠誠度、口碑效應,讓顧客對品牌事務有更高的參與動機;抵抗性則能加深成員對於品牌的情感,促使成員對於品牌的信念更加堅定。本研究證實,抵抗性與品牌愛慕都能幫助品牌共鳴的發展。
    (二)、抵抗性正向影響品牌愛慕
    顧客在抵抗針對品牌的負面訊息的過程中,抵抗性可以幫助顧客加深自身對於支持品牌的態度,使自己的信念更加堅定,有助於顧客對品牌產生更深層的情感。因此,本研究結果證實抵抗性能夠幫助品牌愛慕的發展。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    99355034
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099355034
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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