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沈杰; 王詠
Abstract品牌社区是指一种特定的, 不受地域限制的, 基于某一品牌崇拜者之间结构化的社会关系而建立的社区。大量研究围绕社会认同理论、计划行为理论等相关理论, 试图揭示品牌社区的形成、发展及作用机制。现有研究发现消费者对品牌的态度及其所感受到的主观行为规范等因素会影响个体的社区参与水平, 而参与品牌社区有助于社区成员产生品牌认同, 进而有效地维持并提高其品牌忠诚度。未来研究应该更多地关注自尊、自我意识以及社会认同威胁等变量。此外, 国内研究者还应当考虑到东西方文化差异, 促进相关理论及概念的本土化。; A “brand community” is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. By mainly employing the social identity theory and the theory of planned behavior, existing studies try to reveal how brand community forms, develops and functions. Findings indicate that factors such as consumers’ attitude toward brands and perceived subjective norms will influence their community participations. In turn, community participation can result in brand identity, and consequently maintain and improve brand loyalty. Authors argue that more relevant variables,such as self-esteem, self-awareness and social identity threat, should be incorporated into the research of brand community. Authors also cution that cultural differences need to be taken into account in indigenous research.
Keyword品牌社区 社会认同 计划行为理论
Subject Area工业与组织心理学
Source Publication心理科学进展
Indexed ByCSCD
Funding Project三室王詠课题组
Citation statistics
Document Type期刊论文
Corresponding Author王詠
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GB/T 7714
沈杰,王詠. 品牌社区的形成与发展:社会认同和计划行为理论的视角[J]. 心理科学进展,2010,18(6):1018–1024.
APA 沈杰,&王詠.(2010).品牌社区的形成与发展:社会认同和计划行为理论的视角.心理科学进展,18(6),1018–1024.
MLA 沈杰,et al."品牌社区的形成与发展:社会认同和计划行为理论的视角".心理科学进展 18.6(2010):1018–1024.
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