Antecedents to Strong Identification with Fan Communities of Human Brands
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
As the human brands are becoming more popular and influential, their influences on the lives of people also getting more significant. Fans of certain human brands create or participate in the fan community to seek like-minded others for sharing same interests and enthusiasms. In doing so, fan community members identify themselves with the fan community and support the human brand they like by doing community- based group behaviors. Thus, well-established fan communities are very influential and provide great marketing opportunities, suggesting the importance of the studying the fan communities. This study examined the dynamics among human brand, fans, and fan community identification. Results of the study found that attachment to human brand influences fan community identification positively. Furthermore, one community-related variable, human brand-fan community similarity, and one consumer-related variable, need for belongingness, were found to strengthen the relationship between human brand attachment and fan community identification. Implications that the results of this study provides are also discussed.
Abstract
As the human brands are becoming more popular and influential, their influences on the lives of people also getting more significant. Fans of certain human brands create or participate in the fan community to seek like-minded others for sharing same interests and enthusiasms. In doing so, fan community members identify themselves with the fan community and support the human brand they like by doing community- based group behaviors. Thus, well-established fan communities are very influential and provide great marketing opportunities, suggesting the importance of the studying the fan communities. This study examined the dynamics among human brand, fans, and fan community identification. Results of the study found that attachment to human brand influences fan community identification positively. Furthermore, one community-related variable, human brand-fan community similarity, and one consumer-related variable, need for belongingness, were found to strengthen the relationship between human brand attachment and fan community identification. Implications that the results of this study provides are also discussed.
참고문헌 (26)
- Algesheimer, Rene, "The Social Influence of Brand Community: Evidence from European Car Clubs", Journal of Marketing, 69, pp.19~34 (2005)
- 백윤정, "조직동일시와 감성지능이 조직시민행동에 미치는 영향", 경영연구, 22(4), pp.309~334 (2007), 한국산업경영학회
- Baggozi, Richard P., "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
- Bagozzi, Richard P., "Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities", International Journal of Research in Marketing, 23(1), pp.45~61 (2006)
- Baumeister, Roy, "The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motivation", Psychological Bulletin, 117(3), pp.497~529 (1995)
- Bowlby, John, "Attachment and Loss: Vol. 3 Loss; Sadness and Depression" (1980), Basic Books
- Brown, Stephen, "Teaching Old Brands New Tricks: Retro Branding and the Revival of Branding Meaning", Journal of Marketing, 67, pp.19~33 (2003)
- Berman, William, "Attachment in Adults: Clinical and Developmental Perspectives", pp.3~28 (1994), Guildford Press
- 최낙환, "중국소비자의 한국 드라마에 대한 공감요인과 애착에 관한 연구", 경영연구, 27(4), pp.107~127 (2012), 한국산업경영학회
- Cova, Bernard, "Community and Consumption: towards a Definition of the Linking Value of Products and Services", Journal of European Marketing, 31(3, pp.4) (1997), 297~316
- Cova, Bernard, "Tribal Marketing, the Tribalisation of Society and Its Impact on the Conduct of Marketing", European Journal of Marketing, 36(5, pp.6) (2002), 595~620
- Cronbach, Lee J., "Essentials of Psychological Testing" (1970), Harper and Row
- Fournier, Susan, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
- Franke, Nikolaus, "How Communities Support Innovative Activities: an Exploration Assistance and Sharing among End-users", Research Policy, 32(1), pp.157~178 (2003)
- Laroche, Michel, "The Effects of Social Media based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust, and Brand Loyalty", Computers in Human Behavior, 28(5), pp.1755~1767 (2012)
- Leets, Laura, "FANS: Exploring Expressed Motivations of Contacting Celebrities", Journal of Language and Social Psychology, 14, pp.102~123 (1995)
- Malär, Lucia, "Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self", Journal of Marketing, 75, pp.35~52 (2011)
- Nunnally, Jum C., "Psychometric Testing" (1978), McGraw Hill
- Pickett, Cynthia, "Getting a Cue: The Need to Belong and Enhanced Sensitivity to Social Cues", Personality and Social Psychology Bulletin, 30(9), pp.1095~1107 (2004)
- Schreindorfer, Lisa, "Seeking Acceptance versus Avoiding Rejection: Differential Effects on Emotion and Behavior", Paper presented at the meeting of the Southeastern Psychological Association (1996)
- Spears, Nancy, "Are Celebrity-Heroes Effective Endorsers? Exploring the Link between Hero, Celebrity, and Advertising Response", Journal of Promotion Management, 19(1), pp.17~37 (2013)
- Steenkamp, Jan-Benedict E.M., "The Use of LISREL in Validating Marketing Constructs", International Journal of Research in Marketing, 8(4), pp.283~299 (1991)
- Steenkamp, Jan-Benedict E.M., "How Country Characteristics Affect the Perceived Value of Web Sites", Journal of Marketing, 70, pp.136~150 (2006)
- Theberge, Paul, "Everyday Fandom: Fan Clubs, Blogging, and the Quotidian Rhythms of the Internet", Canadian Journal of Communication, 30(4), pp.485~502 (2005)
- Thomson, Matthew, "Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities", Journal of Marketing, 70, pp.104~119 (2006)
- Zhou, Zhimin, "How Do Brand Communities Generate Brand Relationship? Intermediate Mechanisms", Journal of Business Research, 65(7), pp.890~895 (2012)