品牌社群對品牌忠誠之探討-以Apple品牌社群為例

A Study of Influential Factors of Brand Community on Brand Loyalty –The example of Apple Brand Community.

姚家瑞(Chia-Jui Yao)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00085

摘要

台灣的無名小站及美國的YouTube，利用免費內容吸引使用者而形成社群，社群再透過社群網友製造更多免費內容，來創造品牌價值的典範。國內已有不少品牌社群組織或是網路俱樂部，透過各種媒介來傳遞出對品牌的支持，所以企業應該協助這些粉絲(Fans)獲取更美好的品牌經驗，將品牌價值延伸創造出人瑞品牌，讓其他品牌想爭奪其市場需耗時又費力。
本研究主要目的是在企業如何經營一個品牌社群，來創造出更多消費者對企業的認同，進而提升公司銷售數字，為企業形成一個無形的進入障礙。本研究以 McAlexander, Schouten & Koenig(2002) 顧客為中心(Customer-centric)的品牌社群觀念為基礎，加上Algesheimer, Dholakia & Herrmann (2005)利用品牌社群認同與參與的概念，從顧客的角度出發，探討品牌關係品質、品牌權益及顧客價值和品牌認同之關係，來發展本研究架構。
在文獻回顧與探討後建立本研究之各項假說，針對老地方冰果室之蘋果品牌社群進行問卷之實證研究 ，研究結果可歸納如下：
一、蘋果社群之品牌關係品質與社群成員間有更重要且更富概念化的情感聯結，蘋果社群之品牌權益對社群成員有許多深刻和獨特的品牌意義。
二、 網路人際關係透過在網路品牌社群中的討論和經驗交流，可以使人產生對品牌社群的認同和參與
三、 透過網路人際關係和品牌認同下，經由品牌社群運作下容易提高品牌再購意願。
網際網路把認同該品牌的熱愛者聚集在一起，會因為社群運作的關係，把網路人際關係會延伸至真實的人際關係， 在透過品牌社群參與，會導致提升品牌再購的意願，經營品牌社群實為一項企業與顧客建立良好關係之行銷策略。

關鍵字

品牌關係品質 ； 品牌權益 ； 品牌社群及網路人際關係

並列摘要

Two websites , Wretch in Taiwan and YouTube in US, are the best examples of that company creates brand value by free content. Through Wretch or YouTube, it is a positive information recycle that website users easily become communities because of free content and then communities further create more free content to attract more website users. So far, there are a lot of brand communities on the website in Taiwan. Brand communities present their support about concerning brand by kinds of media. So, enterprises shall assist brand communities to acquire more wonderful brand experiences, and extend their brand values to become the top one in the world.
This research is to study enterprises how to create more and more enterprise identification by managing a brand community. Furthermore, enterprises increase their sales and brand value. This research is based on customer-centric conception of brand community (McAlexander, Schouten & Koenig, 2002), and brand community identification and Engagement (Algesheimer, Dholakia & Herrmann, 2005). By customers' point, we study the relationship of brand relationship quality, brand equity, customer value, and brand identity.
According to the hypothesis of this research, we adopt the case study on FrostyPlace, brand community of Apple Co., by questionnaire. The summary of the study result is as following,
1.Brand relationship quality of apple community are more important and emotional with community members, Brand equity of apple community are more impress and particular with community members.
2. Internet interpersonal relationship via discussion and communication on internet communities lets website users produce identification and participation on brand community.
3. Brand repurchase intentions are increased with managing brand communities via internet interpersonal relationship and brand identification.
Brand fans are gathered by internet such as Wretch in Taiwan and YouTube in US. Internet interpersonal relationship extends to real interpersonal relationship due to managing brand community. Through the participation of brand community continually, it will increase the will of brand repurchase intentions. In other words, it is the best marketing strategy to establish positive relationship with customers by managing brand community.

並列關鍵字

Brand Relationship ； Brand Equity ； Brand community and Internet interpersonal relationship.

參考文獻

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