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以品牌承諾與自我品牌連結觀點探討線上品牌社群之對立品牌忠誠－以線上汽車品...

侯建任

以品牌承諾與自我品牌連結觀點探討線上品牌社群之對立品牌忠誠－以線上汽車品牌社群為例 = Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities
作者:	侯建任,
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:	2013[民102]
面頁冊數:	39面圖，表格 : 30公分;
標題:	線上品牌社群
標題:	online brand community
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/95170651378743280591
附註:	參考書目：面25-28
附註:	102年10月31日公開
摘要註:	在品牌社群中，成員會為了擁護所支持的品牌，可能對其他競爭品牌產生負面想法，甚至衍生敵對的行為，此種心理上的認知稱為對立品牌忠誠。品牌社群中的對立品牌忠誠的研究尚屬探索階段，進一步探討對立品牌忠誠有其必要性。本研究以社會認同理論為基礎，驗證品牌承諾與自我品牌連結對於對立品牌忠誠的影響。本研究以台灣的線上汽車品牌社群為研究目標，使用問卷進行調查，共取得232份有效問卷，並使用結構方程模式加以分析。研究結果證實，認同線上品牌社群的成員，也會認同該品牌；社群成員產生品牌認同後，會引發其品牌承諾與自我品牌連結；而品牌承諾及自我品牌連結會產生對立品牌忠誠。本研究並依照結果提出建議，以供企業在線上品牌社群營運上的參考。 To consolidate the market status of their preferred brand, members of a brand community may express negative views or even exhibit adversarial behavior towards opposing brands. Such sentiment is known as oppositional brand loyalty. Studies of oppositional brand loyalty are still under exploratory, further studies are needed. This study bases on social identity theory to verify the effects of brand commitment and self-brand connection on oppositional brand loyalty. Using a sample of online car communities in Taiwan, we collected 232 valid samples and the data are analyzed using structural equation modeling (SEM). The analytical results show that members with brand community identification will induce their brand identification. Brand identification positively influences brand commitment and self-brand connection, in turn leading to oppositional brand loyalty. Based on the analytical results, this study provides practical implications of strategies to enterprises for online brand community operations.

以品牌承諾與自我品牌連結觀點探討線上品牌社群之對立品牌忠誠－以線上汽車品牌社群為例 = Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities
侯, 建任

以品牌承諾與自我品牌連結觀點探討線上品牌社群之對立品牌忠誠－以線上汽車品牌社群為例 = Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities / 侯建任撰 - [高雄市] : 撰者, 2013[民102]. - 39面 ; 圖，表格 ; 30公分.
參考書目：面25-28102年10月31日公開.
線上品牌社群online brand community

以品牌承諾與自我品牌連結觀點探討線上品牌社群之對立品牌忠誠－以線上汽車品牌社群為例 = Investigating Oppositional Brand Loyalty in Online Brand Community from Perspectives on Brand Commitment and Self-Brand Connection: A Case of Online Car Communities
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