c عنوان انگلیسی مقاله:

How do brand communities generate brand relationships? Intermediate mechanisms

ترجمه عنوان مقاله: چگونه جوامع برند ارتباطات برندی را ایجاد می کنند؟ مکانیسم میانی

رشته: مدیریت بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This research investigates the intermediate mechanism that translates brand communities into brand relationships. Using a sample of online brand communities from China, the study finds that consumer brand attachment plays a full mediating role between brand community commitment and brand commitment and exerts partial mediation between brand identification and brand commitment. Perceived community brand similarity moderates both brand community identification’s effect on brand identification and brand community commitment’s effect on brand attachment. The findings contribute to the brand literature and provide implications for brand community management.

Keywords: Brand community, Brand attachment, Community–brand similarity, Brand relationship, Intermediate mechanism

مقدمه مقاله

The past decade bears witness to a growing interest in brand community, a term different from other branding concepts on a single brand consumer (e.g., brand attitude, brand personality, and brand image) (see Algesheimer, Dholakia, & Herrmann, 2005; Schau, Muniz, & Arnould, 2009; Schouten, McAlexander, & Koenig, 2007; Stokburger- Sauer, 2010). Brand community refers to “a specialized, non-geograph- ically bound community, based on a structured set of socialrelationships among admirers of a brand” (Muniz & O’Guinn, 2001,p.412).Traditional literature on brand communication pays attention to the company-to-consumers paradigm, while a brand community describes a new paradigm of consumers-to-consumers communication (McAlexander, Schouten, & Koenig, 2002). Thus,“community” may replace “relationship” as a new marketing buzzword (McWilliam, 2000).

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