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)
Conference NameProceedings 2010 IEEE 2nd Symposium on Web Society
Conference Date2010
Conference PlaceBeijing, China
AbstractA 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.
Subject Area社会心理学
Indexed ByEI
Document Type会议论文
Recommended Citation
GB/T 7714
Shen J,Wang Y. How brand communities operate: An attempt to build an integrated framework[C],2010.
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