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
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Shen J,Wang Y. How brand communities operate: An attempt to build an integrated framework[C],2010.
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