Building Brand Community
Building Brand Community
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DOI：
10.1509/jmkg.66.1.38.18451
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发表时间：
2002-01
影响因子：
12.9
通讯作者：
J. McAlexander;J. Schouten;H. F. Koenig
中科院分区：
文献类型：
--
作者：
J. McAlexander;J. Schouten;H. F. Koenig
从客户体验的角度来看，品牌社区是客户所处的关系的结构。关键关系包括客户与品牌之间、客户与公司之间、客户与使用中的产品之间以及其他客户之间的关系。作者对一个品牌社区进行了人种学研究，并通过量化方法测试了关键发现。在概念上，这项研究揭示了在四个重要方面与先前研究不同的见解：第一，它将品牌社区的定义扩展到被先前研究忽视的实体和关系。其次，它将品牌社区的重要特征，如地域集中度和社会背景的丰富性，视为动态而不是静态的现象。第三，它表明，营销者可以通过以改变这些动态特征的方式促进共享的客户体验来加强品牌社区。第四，它产生了一个新的、更丰富的客户忠诚度概念，即整合在一个品牌社区中。
A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptualization of customer loyalty as integration in a brand community.