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品牌社群對品牌權益之影響 = The effect of brand c...

國立高雄大學亞太工商管理學系碩士班

品牌社群對品牌權益之影響 = The effect of brand community on brand equity：Evidence on nonprofit organization of Taiwan’s National Youth commission : 以非營利組織青輔會為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The effect of brand community on brand equity：Evidence on nonprofit organization of Taiwan’s National Youth commission
副題名:	以非營利組織青輔會為例
作者:	李清良,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	64面圖，表格 : 30公分;
標題:	品牌社群
標題:	brand community
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/53497589647491090278
附註:	參考書目：面52-57
附註:	內容為英文
其他題名:	以非營利組織青輔會為例
摘要註:	近年社群力量的崛起，企業與消費者之間的互動不在只局限於交易的形式，更重要的是如何維持與顧客的關係。儘管如此，對於非營利性質的社群似乎並沒有太多的研究，因此本文提供了一個非營利性社群的研究。本文收集了青輔會社群內121份樣本，透過迴歸分析本文驗證了品牌社群對品牌權益具有正向的影響，本文也驗證了品牌社群中的構面，並找出最具關鍵影響力的構面進行了一系列的探討。在本文中「身分」、「關係承諾」、「參與」、「自覺意識」和「效益」為品牌社群的子變數，以品牌權益四大構面「品牌忠誠度」、「品牌聯想」、「品牌知名度」和「知覺品質」作為依變數。經過迴歸分析的結果，發現品牌社群對品牌權益具有正向的影響，驗證了過去品牌社群對品牌權益之文獻研究，也提供一個社群直接影響品牌權益的路徑模式。 Due to the emergence of social network nowadays, the interaction between corporation and consumers are not only confined to the form of the transaction and, more importantly, maintaining relationships with customers becomes even crucial. The studies concerning nonprofit community are few, thus this article provides the study of nonprofit community in Taiwan in which brand equity is affected by the community. Here in this article, we examine the concepts of brand community and find which one has the most powerful effect on brand equity. In this research, the independent variables are “identification,” “relationship commitment,” “involvement,” “perceived sense of community” and “benefit.” And four dimensions of brand equity – “brand loyalty,” “brand association,” “brand awareness” and “perceived quality” – are the dependent variables. Through the regression analysis, we learn that brand community has positive effect on brand equity, which verifies the brand community literature in the past, and offers a path to community where brand equity could be affected directly.

品牌社群對品牌權益之影響 = The effect of brand community on brand equity：Evidence on nonprofit organization of Taiwan’s National Youth commission : 以非營利組織青輔會為例
李, 清良

品牌社群對品牌權益之影響 = The effect of brand community on brand equity：Evidence on nonprofit organization of Taiwan’s National Youth commission : 以非營利組織青輔會為例 / 李清良撰 - [高雄市] : 撰者, 2012[民101]. - 64面 ; 圖，表格 ; 30公分.
參考書目：面52-57內容為英文.
品牌社群brand community

品牌社群對品牌權益之影響 = The effect of brand community on brand equity：Evidence on nonprofit organization of Taiwan’s National Youth commission : 以非營利組織青輔會為例
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