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Vol.22, No.0, 93 ~ 109, 2009
Title
A Study on Communication Factors Analysis According to Brand Community Types on Internet Sites
이은석 Lee Eun-seok
Abstract
As the importance of brand community connecting brands and consumers, the current study analyzed activation factors and types of online brand community and the importance degree of influential factors on brand property. Brand community is getting interest from company as a communication way to approach consumers, as the importance of brand value increases. The study deduced community strategic factors such as leader`s passion, giving premium, establishment of unique concept and offline meeting through brand formation factors like three kinds of sharing consciousness, etiquette, regulations, tradition and sense of moral responsibility for consumers` perception process and successful strategic process through prediction factors such as agreement, brand fame and provision of interaction according to brand community types. This influences positive brand community operation for brand property as a positive influential factor on brand property in a company-initiated community. In addition, it will play an important role in brand image, brand loyalty and brand awareness through continuous visit by leading behavioral immersion in brands through online brand community.
Key Words
브랜드, 온라인 커뮤니티, 커뮤니케이션, Brand, Online Community, Communication
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