How brand communities operate: An attempt to build an integrated framework

PSYCH OpenIR > 中国科学院心理研究所回溯数据库(1956-2010)

	How brand communities operate: An attempt to build an integrated framework
	Shen J(沈杰); Wang Y(王詠)
	2010
会议名称	Proceedings 2010 IEEE 2nd Symposium on Web Society
会议日期	2010
会议地点	Beijing, China
摘要	A brand community is a specialized, nongeographically bound community, based on a structured set of social relations among admirers of a brand. By employing mainly social behavior theories (e.g., Social Identity Theory), existing studies have tried to identify how a brand community forms, develops, and functions. Findings indicate that community participation can result in brand identity and, consequently, can maintain and improve brand loyalty; therefore, it can be regarded as an effective customer loyalty maintenance device. We will attempt to build an integrated framework, based on existing research and relevant theories, to describe and depict how a brand community works. We also argue that more relevant variables such as self-esteem, selfawareness, and social identity threat, should be incorporated into research on brand communities. Finally, cultural differences must be taken into account in indigenous research.
学科领域	社会心理学
收录类别	EI
语种	英语
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/8830
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 GB/T 7714	Shen J,Wang Y. How brand communities operate: An attempt to build an integrated framework[C],2010.

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