摘要
虚拟品牌社区是品牌社区与互联网结合的产物,目前尚缺乏相关的基础性研究。虚拟品牌社区通过社区价值、社区意识、社区知识共享、社区关系和社区互动质量等构成要素,吸引具有不同个性特征和参与动机的消费者,使其获得积极的社区体验、价值感知和社会认同,继而影响其品牌评价和产品购买行为。企业品牌管理者需要设定管理目标,甄别虚拟品牌社区的参与者类型,制定有效的社区活动项目,以扩大品牌的知名度与忠诚度,提高品牌资产。
As the product of brand community combined with the internet, virtual brand community is lack of the related basic research. Through community value, the sense of community, community knowledge sharing, commu- nity relations and interactive elements such as quality, virtual brand community attracts consumers with different personality traits and participation motivation to get their active community experience, value perception and social identity, which in turn affects their brand evaluation and purchase behavior. The brand managers need to set goals, identify the type of virtual brand community and make effective community project, in order to enlarge brand awareness and loyalty, improve brand equity.
出处
《北华大学学报（社会科学版）》
2015年第3期23-26,共4页
Journal of Beihua University(Social Sciences)
基金
国家社科基金重点项目"中国经济发展中的文化消费问题研究"(12AZD021)的阶段性研究成果之一
关键词
虚拟品牌社区
社区特征
参与动机
营销管理
品牌资产
Virtual brand community
Community characteristics
Participation motivation
Marketing management
brand equity
