Building Brand Community: A Study of VW's Club

品牌社群之建構：以福斯汽車俱樂部爲例

10.6697/TBPJ.200712_1(1).0001

黃恆獎(Heng-Chiang Huang)；張嘉雯(Chia-Wen Chang)

溝通 ； 品牌社群認同 ； 情感依附 ； Communication ； Brand Community Identification ； Emotional Attachment

臺灣企業績效學刊

1卷1期（2007 / 12 / 01）

1 - 25

英文

近年來，品牌社群的研究在行銷領域中佔據了非常重要的地位。品牌社群的定義爲，顧客並非以地理，而是以品牌爲基礎所建立的社會關係聯結(Muniz and O'Guinn, 2001)。在相關的研究中，許多研究皆指出認同在品牌社群的建構中扮演著非常重要的角色(e.g., Algesheimer et al., 2005)。有鑑於認同是品牌社群的核心基礎，本研究嘗試去探究品牌社群的前置因素。此外，本研究亦探討品牌社群認同與情感依附間的關係。本研究採用PLS去驗證模型與假設，研究結果強烈地支持本研究假設。最後，本文提出相關結論的探討與管理的意涵。

Recently, the notion of the brand community occupies a particularly important space in marketing research. A brand community is a specialized, non-geographically-bound community that is based on a structured set of social relationships among admirers of a brand (Muniz and O'Guinn, 2001). A considerable amount of research has examined the relationship between brand community identification and consumer behavior, pointing out the fact that identification plays an important role within the brand community (e.g., Algesheimer et al., 2005). Given the increasing importance of identification as a major foundation for a brand community, we have centered on a fundamental question: what are the antecedents of brand community identification? We also explore the relationship between brand community identification and emotional attachment. The measurement model and research hypotheses were tested using the PLS program and the results of the study strongly supported our hypotheses. The conclusions of the study are discussed, along with managerial implications and limitations.

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