摘要
基于社会网络分析视角,文章以一青春文艺类品牌社群为调研对象,通过实地调研和实证分析,揭示出品牌社群关系网络密度影响品牌忠诚的作用机制。结果表明:网络密度对品牌忠诚存在显著的正向影响作用,品牌社群认同和自我品牌关联在二者之间起着重要的媒介作用。其中,品牌社群认同在网络密度与自我品牌关联以及网络密度与品牌忠诚之间均起到了完全的媒介作用;而自我品牌关联又在品牌社群认同与品牌忠诚之间起到了部分媒介作用。最后,作者探讨了本研究的理论贡献和实践意义,并指出研究的局限和后续研究方向。
By investigating a youth-art brand community through field study and empirical analysis,this paper reveals the mechanism of how network density of brand community affects brand loyalty.Results show that： the network density has a significant,positive effect on brand loyalty.Brand community identification and self-brand connections play an important role in mediating the relationship between network density and brand loyalty.Among them,the brand community identification acts as a full mediator either in the relationships between network density and brand loyalty or in the relationships between network density and self-rand connections.Furthermore,the self-rand connection is a partial mediator between brand community identification and brand loyalty.Finally,this paper discusses the theoretical contributions and practical significance of this study,and indicates the limitations and directions for future research.
出处
《商业经济与管理》
CSSCI
北大核心
2011年第8期58-66,共9页
Journal of Business Economics
基金
国家自然科学基金项目(70872069)
教育部人文社会科学研究基金青年项目(09YJC630079)
上海财经大学"211工程"三期重点学科建设项目
关键词
品牌社群
网络密度
社群认同
自我品牌关联
品牌忠诚
brand community
network density
community identification
self-brand connections
brand loyalty
