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Sustainability in social brand communities: influences on customer equity

김주란
한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.06|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제3호|pp. 246-258|DOI http://dx.doi.org/10.1080/21639159.2015.1041783

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참고문헌

키워드

suitabilitycustomer equitysustainable marketing可持续性可持续营销顾客资产social brand communitysocial brand community experiences社交品牌社区社会品牌社区体验
주제분류경영학

초록

This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.

Abstract

This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.

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관련 논문AI추천

Sustaining customer engagement through social media brand communitiesJen Riley한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2020 · 제30권 제4호Can a fashion brand be social?: The role of benefits of brand community within social network sitesHyejune Park, Youn-Kyung Kim한국마케팅과학회 · Journal of Global Fashion Marketing2015 · 제6권 제2호Influence of sustainable marketing activities on customer equity고은주, Yang Sun한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2016 · 제26권 제3호Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brandsKatherine Villalobos-Moron, Regina Burnasheva, Yong Gu Suh한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제1호Measures of perceived sustainability김경훈, 김주란, 이기훈, Charles R, Taylor한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2015 · 제25권 제2호Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry김경훈, Juran Kim, Yang Sun한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제1호

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