论品牌社群研究的缘起、主要内容与方法
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外国经济与管理 2008 年 第 30 卷第 04 期, 页码：25 - 31
摘要
参考文献
摘要
品牌社群是当今国际学术界和实务界关注的一个前沿问题,国内的相关实践和研究才刚刚开始。本文归纳了品牌社群研究的主要对象,梳理了品牌社群研究的主要内容,并评介了品牌社群研究的主要方法,以期对国内品牌社群研究有所启发。
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[13]Belk,R W.Possessions and the extended self[J].Journal of Consumer Research,1988,15(Sep.):139-168.
[14]Schau,H J,and Muniz,A M.Brand communities and personal identities:Negotiations in cyberspace[J].Advances in ConsumerResearch,2002,29:344-349.
[15]Algesheimer,R,Dholakia,U M,and Hermann,A.The social influence of brand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[16]McMillian,D W,and Chavis,D M.Sense of community:A definition and theory[J].Journal of Consumer Psychology,1986,14(1):6-23.
[17]Rosenbaum,M S,Ostrom,A L,and Kuntze,R.Loyalty programs and a sense of community[J].Journal of Services Marketing,2005,19(4):222-233.
[18]Schouten,J W,McAlexander,J H,and Koenig,H F.Transcendent customer experience and brand community[J].Journal of theAcademic Marketing Science,2007,35(3):357-368.
[19]Csikszentmihalyi,M.Flow:The psychology of optimal experience[M].New York:Harper&Row,1990.
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[2]McAlexander,J H,Schouten,J W,and Koenig,H F.Building brand community[J].Journal of Marketing,2002,66(Jan.):38-54.
[3]Belk,R W,and Tumbat,G.The cult of Macintosh[J].Consumption,Markets&Culture,2005,8(3):205-217.
[4]Belk,R W,Wallendorf,M,and Sherry,J F,Jr.The sacred and the profane in consumer behavior:Theodicy on the Odyssey[J].Journal of Consumer Research,1989,16(1):1-38.
[5]Schouten,J W,and McAlexander,J H.Subcultures of consumption:An ethnography of the new bikers[J].Journal of ConsumerResearch,1995,22(Jun.):43-61.
[6]Fox,K J.Real punks and pretenders:The social organization of a counterculture[J].Journal of Contemporary Ethnography,1987,16(Oct.):344-370.
[7]Kozinets,R V.Utopian enterprise:Articulating the meanings of Star Trek’s culture of consumption[J].Journal of Consumer Re-search,2001,28(Jun.):67-88.
[8]Kozinets,R V.The field behind the screen:Using netnography for marketing research in online communities[J].Journal of Market-ing Research,2002,39(Feb.):61-72.
[9]Cova,B,and Pace,S.Brand community of convenience products:New forms of customer empowerment-The case“my Nutella-The community”[J].European Journal of Marketing,2006,40(9/10):1 087-1 105.
[10]McAlexander,J H,Kim,S K,and Roberts,S C.Loyalty:The influences of satisfaction and brand community integration[J].Journal of Marketing Theory&Practice,2003,11(4):1-11.
[11]Ajzen,I.The theory of planned behavior[J].Organizational Behavior&Human Decisions Processes,1991,50(2):179-211.
[12]Bagozzi,R P,and Dholakia,U M.Antecedents and purchase consequences of customer participation in small group brand communi-ties[J].International Journal of Research in Marketing,2006,23(1):45-61.
[13]Belk,R W.Possessions and the extended self[J].Journal of Consumer Research,1988,15(Sep.):139-168.
[14]Schau,H J,and Muniz,A M.Brand communities and personal identities:Negotiations in cyberspace[J].Advances in ConsumerResearch,2002,29:344-349.
[15]Algesheimer,R,Dholakia,U M,and Hermann,A.The social influence of brand community:Evidence from European car clubs[J].Journal of Marketing,2005,69(3):19-34.
[16]McMillian,D W,and Chavis,D M.Sense of community:A definition and theory[J].Journal of Consumer Psychology,1986,14(1):6-23.
[17]Rosenbaum,M S,Ostrom,A L,and Kuntze,R.Loyalty programs and a sense of community[J].Journal of Services Marketing,2005,19(4):222-233.
[18]Schouten,J W,McAlexander,J H,and Koenig,H F.Transcendent customer experience and brand community[J].Journal of theAcademic Marketing Science,2007,35(3):357-368.
[19]Csikszentmihalyi,M.Flow:The psychology of optimal experience[M].New York:Harper&Row,1990.
[20]Sherry,J F,Jr.Bottomless cup,plug-in drug:A telethnography of coffee[J].Visual Anthropology,1995,7(4):351-370.
引用本文
王新新, 薛海波. 论品牌社群研究的缘起、主要内容与方法[J]. 外国经济与管理, 2008, 30(4): 25–31.
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