品牌社群作用机理理论研究和模型构建
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外国经济与管理 2012 年 第 34 卷第 02 期, 页码：50 - 57
摘要
参考文献
摘要
本文在前人研究的基础上,以品牌社群的共同意识和基于伦理的责任感作为研究出发点,将品牌社群中的关系互动、社群体验和社群规范作为逻辑主线,基于社会资本、社会网络和消费体验等相关理论,对品牌社群影响消费者品牌忠诚的作用机理进行理论阐释和模型构建。模型由消费个体到品牌星簇的聚合机理、社会资本对品牌忠诚的影响机理、社群体验对品牌忠诚的影响机理和工具忠诚向终极忠诚的转换机理四个部分组成。本文的理论研究和模型构建有助于在前人研究的基础上拓展研究思路、增加研究深度,进而提升当前品牌社群研究的理论水平。
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[5]Kozinets R V.The field behind the screen:Using netnography for marketing research in online communities[J].Journal of Marketing Research,2002,39(1):61-72.
[6]Lee S H,et al.The role of network centrality in the flow of consumer influence[J].Journal of Consumer Psychology,2010,20(1):66-77.
[7]Mathwick C and Rigdon E.Play,flow,and the online search experience[J].Journal of Consumer Research,2004,31(2):324-332.
[8]Mathwick C,et al.Social capital production in a virtual P3 community[J].Journal of Consumer Research,2008,34(6):832-849.
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[13]Nahapiet J and Ghoshal S.Social capital,intellectual capital,and the organizational advantage[J].Academy of Management Review,1998,23(2):242-266.
[14]Normann R and Ramírez R.From value chain to value con-stellation:Designing interactive strategy[J].Harvard Business Review,1993,71(4):65-77.
[15]Pullman M E and Gross M A.Welcome to your experience:Where you can check out anytime you’d like,but you can ne-ver leave[J].Journal of Business and Management,2003,9(3):215-233.
[16]Rosenbaum M S,et al.Loyalty programs and a sense of com-munity[J].Journal of Services Marketing,2005,19(4):222-233.
[17]Schau H J and Muniz A M.Brand communities and personal identities:Negotiations in cyberspace[A].in Broniarczyk S and Nakamoto K(Eds.).Advances in consumer research[C].Pro-vo,UT:Association for Consumer Research,2002,29:344-349.
[18]Schouten J W and McAlexander J H.Subcultures of con-sumption:An ethnography of the new bikers[J].Journal of Consumer Research,1995,22(1):43-61.
[19]Schouten J W,et al.Transcendent customer experience and brand community[J].Journal of the Academic Marketing Sci-ence,2007,35(3):357-368.
[20]Thomson M,et al.The ties that bind:Measuring the strength of consumers’emotional attachments to brands[J].Journal of Consumer Psychology,2005,15(1):77-91.
引用本文
薛海波. 品牌社群作用机理理论研究和模型构建[J]. 外国经济与管理, 2012, 34(2): 50–57.
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