品牌關係品質透過品牌社群之運作對品牌忠誠度之影響–以福斯金龜車品牌社群為例

The Effect of Brand Relationship Quality on Brand Loyalty through Brand Community－Evidence from VW New Beetle Owner’s Club

楊惠如(Hui-Ju Yang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

行銷學家對於品牌社群的組織與建立的相關研究愈來愈盛行(McAlexander, Schouten, & Koenig, 2002)，而品牌社群是基於一群崇尚某特定品牌的顧客所形成的一連串關係的群體(Muniz & O’Guinn, 2001)，此類品牌社群的形成在國外相當盛行，從福斯金龜車、星巴克、哈雷機車、蘋果電腦等品牌，讓一群死忠狂熱愛好者引領期盼，只要一有動作馬上引起歡聲雷動，如同熱情粉絲簇擁超級巨星一般，即可發現，這群愛用者絕對是品牌長期屹立不搖的關鍵。Muniz & O’Guinn(2001)所提出的「品牌社群」概念即是指品牌、顧客與顧客之間，三方的互動所形成，然而在台灣的學術研究中，所探討的「社群」多是指網路上的虛擬社群，很少將「社群」與實體企業品牌做結合，本研究乃以福斯金龜車品牌社群為研究對象，試圖探討品牌關係品質(Fournier, 1998; Hagel et al., 2002)中的愛與熱情、自我概念聯結與夥伴品質，這三項因素對於消費者對該社群認同之影響，而藉由社群認同使得消費者對該品牌認同和社群參與之影響，最後探討藉由品牌關係品質與品牌社群中之關係的建立，促使消費者對品牌忠誠度之影響。
本研究抽樣對象為VW New Beetle Owner’s Club的全體會員，採網路問卷方式，回收問卷332份，有效問卷314份，並在各項衡量指標達到標準後，利用LISREL 8.72統計軟體進行實證分析，實證分析結果顯示品牌關係品質中的愛與熱情和自我概念聯結會正向影響到社群認同，而夥伴品質沒有顯著影響到社群認同；而社群認同程度愈高品牌認同和社群參與程度都會愈高；而品牌認同和社群參與也會正向影響到消費者對該品牌之忠誠

關鍵字

品牌關係品質 ； 社群認同 ； 品牌認同 ； 社群參與 ； 品牌忠誠度

並列摘要

Recently, the topic about community is very attractive in the marketing field. Regarding to the brand community study(McAlexander, Schouten, & Koenig 2002) is more and more popular, and the brand community is based on the consumers who love the same brand, and form a group with the same goal(Muniz & O’Guinn 2001). Such kind of brand community is very popular in the western country, such as VW New Beetle car, Starbucks coffee, Harley-Davidson motorcycle, Apple computer, and so on. These famous brand always have some fans who take the brands as super stars. For the business, such brand fans are the key factors to firm a strong brand continuously.
Muniz and O’Guinn(2001) advocated that the concept of brand community is focus on the triple relationship among business, customer, and customer. However, the study about community is usually focus on the virtual community, the topic about brand community is less mentioned in Taiwan’s academic thesis. Therefoe, this study take a true brand community into consideration---VW New Beetle Owner’s Club. Based on the related literature, this study will discuss how the brand relationship quality influence community identification, and the brand relationship quality is included love/passion, self-connection, brand partner quality (Fournier, 1998; Hagel et al., 2002). At the same time, we will disscuss the relationship among community identification, brand identification, community engagement, and these factors will influence the brand loyalty in the end.
Through the website questionnaire, we sampling the all members in the VW New Beetle Owner’s Club, 332 questionnaires were collected and 314 of them were valid for evaluation. After achieving the standard of the measuring indexes, the LISREL 8.72 was used to analysis the research hypothesis and the empirical analysis outcomes were as follows: this study assumes that the higher brand relationship quality the higher commuity identification, the higher community identification the higher brand identification and community engagement, the higher brand identification and community engagement the higher brand loyalty. All the hypotheses developed in this study were significantly supported besides the brand partner quality to community identification.

並列關鍵字

BRQ ； Community Identification ； Brand Identification ； Community Engagement ； Brand loyalty

參考文獻

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