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Brand-based community: The role of identification in developing a sense of community among brand users.

机译：基于品牌的社区：标识在建立品牌用户之间的社区意识中的作用。

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摘要

Scope and method of study. Previous research on brand community (i.e. McAlexander, Schouten, and Koenig 2002; Muniz and O'Guinn 2001) has established a rich qualitative foundation for understanding brand-based communities. The current research offers conceptual and empirical triangulation of sorts to existing research by specifying and operationalizing relevant constructs for quantitative analysis.; This research applies the dominant social psychological framework of community (e.g. Glynn 1981; Sarason 1974) to existing knowledge on branding, brand community, and relationship marketing to examine the social nature of brands. Study One of the dissertation offers the conceptualization of psychological sense of community (PSC) as applied to the relationships among consumers, other users, and brands as well as the development of a psychometrically sound measure of the construct. The operationalization of PSC begins by adapting existing measures from the social psychology literature (Buckner 1988; Obst, Zinkiewicz, and Smith 2002) and augmenting them with new items developed for this study. Appropriate techniques are employed to assess the construct validity of the resulting measure.; Study Two involves an empirical test of a conceptual model of antecedents and consequences of PSC. Drawing from recent discussions of organizational identification (Bergami and Bagozzi 2000) and consumer-company identification (Bhattacharya and Sen 2003), the results reveal that identification with the brand positively influences identification with other users of the brand, which positively influences PSC. The results support the positive influence of PSC on brand commitment and commitment to the community, which in turn moderate the influence of PSC on brand preference, positive word-of-mouth about the brand, attending brand events, and sharing the brand history.; Findings and conclusions. The results of this research offer a psychometrically sound measure of the PSC construct along with a new perspective on consumer-brand relationships to add to the existing brand community literature. The results should allow managers an enhanced understanding of drivers of the relationships between consumers, other users, and their brands.
机译：研究范围和方法。先前对品牌社区的研究（即McAlexander，Schouten和Koenig 2002； Muniz和O'Guinn 2001）为理解基于品牌的社区奠定了丰富的定性基础。当前的研究通过指定和操作用于定量分析的相关结构，为现有研究提供了各种概念上和经验上的三角剖分。这项研究将社区的主要社会心理框架（例如Glynn 1981; Sarason 1974）应用于有关品牌，品牌社区和关系营销的现有知识，以检验品牌的社会性质。论文的研究之一提供了一种概念化的社区心理感（PSC），该概念适用于消费者，其他用户和品牌之间的关系，并开发了一种从心理上合理的衡量标准。 PSC的可操作性开始于改编来自社会心理学文献的现有措施（Buckner 1988； Obst，Zinkiewicz和Smith 2002），并为该研究开发了新的项目。采用适当的技术评估所得量度的结构有效性。研究二涉及对PSC的前因和后果的概念模型的实证检验。从最近关于组织标识（Bergami和Bagozzi，2000年）和消费者公司标识（Bhattacharya和Sen，2003年）的讨论中，结果表明，与品牌的标识对与其他品牌用户的标识产生积极影响，对PSC产生正面影响。结果支持了PSC对品牌承诺和对社区的承诺的积极影响，进而减轻了PSC对品牌偏好，对品牌的积极口碑，参加品牌活动以及分享品牌历史的影响。结论和结论。这项研究的结果提供了从心理上对PSC结构进行合理衡量的方法，以及有关消费者与品牌关系的新观点，以增加现有的品牌社区文献。结果应使管理人员对消费者，其他用户及其品牌之间关系的驱动因素有更深入的了解。

著录项

  • 作者

    Carlson, Bradley Dean.;

  • 作者单位

    Oklahoma State University.;

  • 授予单位 Oklahoma State University.;
  • 学科 Business Administration Marketing.; Psychology Social.
  • 学位 Ph.D.
  • 年度 2005
  • 页码 181 p.
  • 总页数 181
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;社会心理、社会行为;
  • 关键词

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