品牌社群的组织界定与形成机理研究
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外国经济与管理 2011 年 第 33 卷第 10 期, 页码：33 - 41
摘要
参考文献
摘要
品牌社群是当今品牌管理研究的前沿领域,学者们投入大量的时间和资源来揭示这种新的消费现象,但是目前尚未构建能够完整反映其形成机理的理论模型。本文通过深入分析品牌社群的概念和特征,指出社群成员共同意识的产生是品牌社群形成的主要标志,进而对品牌社群组织做出重新界定,并基于社会认同理论、仪式理论和消费体验理论等相关理论,构建了反映品牌社群形成机理的概念模型。
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[20]薛海波,王新新.品牌社群影响品牌忠诚的作用机理研究———基于超然消费体验的分析视角[J].中国工业经济,2009,(10):96-107.
[2]McAlexander,J H,Schouten,J W,and Koenig,H F.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[3]Bagozzi,R P,and Dholakia,U M.Antecedents and purchase consequences of customer participation in small group brand commu-nities[J].International Journal of Research in Marketing,2006,23(1):45-61.
[4]Belk,R W,and Tumbat,G.The cult of Macintosh[J].Consumption,Markets&Culture,2005,8(3):205-217.
[5]Muniz,Jr,A M,and Schau,H P.Religiosity in the abandoned Apple Newton brand community[J].Journal of Consumer Re-search,2005,31(4):737-747.
[6]Devasagayam,P R,and Buff,C L.A multidimensional conceptualization of brand community:An empirical investigation[J].Sport Marketing Quarterly,2008,17(1):20-29.
[7]O’Guinn,T C,and Muniz,Jr,A M.Communal consumption and the brand[A].in David Glen Mick,and S Ratneshwar(Eds.).Inside consumption:Frontiers of research on consumer motives,goals,and desires[C].New York:Routledge,2005.
[8]Douglas,M,and Ishwerwood,B.The world of goods[M].New York:Basic,1979.
[9]Marshall,G.The concise Oxford dictionary of sociology[M].Oxford:Oxford University Press,1994.
[10]Tajfel,H.Differentiation between social groups:Studies in the social psychology of inter-group relations[M].London:Academ-ic Press,1978.
[11]Turner,J C.Social categorization and the self-concept:A social cognitive theory of group behavior[A].in E J Lawler(Ed.).Advances in group processes:Theory and research(Vol.2)[C].Greenwich,CT:JAI press,1985.
[12]张莹瑞,左斌.社会认同理论及其分类[J].心理科学进展,2006,14(3):475-480.
[13]Marshall,D A.Behavior,belonging,and belief:A theory of ritual practice[J].Sociological Theory,2002,20(3):360-380.
[14]PineⅡ,B J,and Gilmore,J H.The experience economy:Work is theatre&every business a stage[M].Boston,Massachusetts:HarvardBusiness School Press,1999.
[15]Brakus,J,Schmitt,B,and Zarantonello,L.Brand experience:What is itHow is it measuredDoes it affect loyalty[J].Jour-nal of Marketing,2009,73(3):52-68.
[16]Holbrook,M B.The millennial consumer in the texts of our times:Experience and entertainment[J].Journal of Macromarketing,2000,20(2):178-192.
[17]周志民.品牌社群形成机理模型初探[J].商业经济与管理,2005,(11):74-79.
[18]王新新,薛海波.消费者参与品牌社群的动机研究[J].商业经济与管理,2008,(10):63-69.
[19]薛海波,王新新.品牌社群创建的四个要素———以哈雷品牌社群为例[J].经济管理,2008,(3):59-63.
[20]薛海波,王新新.品牌社群影响品牌忠诚的作用机理研究———基于超然消费体验的分析视角[J].中国工业经济,2009,(10):96-107.
引用本文
薛海波. 品牌社群的组织界定与形成机理研究[J]. 外国经济与管理, 2011, 33(10): 33–41.
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