The Impact of Brand Communities on Consumer Based Brand Equity

品牌社区对基于消费者的品牌资产的影响

• 批准号: 1946650
• 金额: --
• 依托单位: University of Leeds
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2017
• 资助国家: 英国
• 起止时间: 2017 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-1946650
• 关键词: Impact; Brand; Communities; Consumer; Based

The past few decades have seen the theory underpinning the development of brands receive considerable research focus with particular attention being placed on the development of brand equity. This can be viewed from several perspectives but this research proposes to utilise consumer based brand equity (CBBE) models (Aaker, 1991). This consists of salience, imagery, performance, judgments, feelings and resonance (Keller, 2013). These models provide a clear process by which brand equity is formed within the consumer with the ultimate aim of the brand establishing a relationship with consumers. These relationships can take many forms and a recent research focus has been the development of Brand Communities theory (Muniz and O'Guinn, 2001; McAlexander, Schouten and Koenig 2002). These communities are based purely around the consumption of a particular brand and the current research states that they assist in the development of consumers' brand loyalty. There is however a gap in the knowledge surrounding how brand communities impact consumer's behaviour and in turn how this affects the development of brand loyalty (Ouwersloot and Odekerken-Schroder, 2008). It is these complexities that the proposed research is targeted to address by exploring how consumers' interaction with brand communities can affect each stage of the CBBE process, as well as the community's impact on both behavioural and attitudinal loyalty. This research will be conducted within the context of niche national team sports. This has been selected for two reasons. Firstly, my personal networks will enable me to have access to data from national governing bodies, professional organisations and clubs. Secondly, this context enables the research to have real world managerial and policy maker implications which could in turn have a positive societal impact. Objectives 1. Investigate the effect brand communities have on consumer based brand equity. 2. Investigate the effect brand communities have on behavioural loyalty (attitudinal and behavioural). 3. Investigate the development of brand equity within niche national team sports with relation to the role which brand communities play. 4. Investigate the boundary conditions (moderating effect) of the above relationships. By achieving these objectives this research will build upon the understanding of brand communities and fill a gap within the current knowledge base. The gap being the role that brand communities have in the development of consumer based brand equity and ultimately brand communities' impact on both consumers' behavioural and attitudinal loyalty to brands. This advance in knowledge will extend existing theory as well as inform real world practitioners' and policy makers' future decisions. Method The proposed research project intends to utilise a mixed methods design. This will enable the project to maximise the advantage of having access to numerous data sources. This data will then be used to extend current theory by gaining a greater understanding from the perspectives of multiple brand community stakeholders including fans, clubs and sponsors. This will be achieved through the use of a range of analytical techniques, including the application of multi-level modelling. This will enable the analysis of different levels of data which when aligned to each of the stakeholders' perspectives will provide greater insight. Alongside multi-level modelling field experiments will be employed. This will provide the opportunity to understand the impact of individual variable changes. This can then inform the development of branding strategies to be utilised by practitioners in real world applications. In summary, the proposed research project will operate multiple studies in order to create an integrated framework for the development and successful utilisation of brand communities.

在过去的几十年里，支撑品牌发展的理论得到了相当多的研究重点，特别是关注品牌资产的发展。这可以从几个角度来看，但这项研究建议利用基于消费者的品牌资产（CBBE）模型（Aaker，1991）。这包括显着性，图像，性能，判断，感觉和共鸣（凯勒，2013）。这些模型提供了一个清晰的过程，通过这个过程，品牌资产在消费者中形成，最终目标是品牌与消费者建立关系。这些关系可以采取多种形式，最近的研究重点是品牌社区理论的发展（Muniz和O 'Guinn，2001; McAlexander，Schouten和Koenig 2002）。这些社区纯粹基于对特定品牌的消费，目前的研究表明，它们有助于培养消费者的品牌忠诚度。然而，关于品牌社区如何影响消费者的行为，以及这又如何影响品牌忠诚度的发展的知识存在差距（Ouwersloot和Odekerken-Schroder，2008）。正是这些复杂性，拟议的研究是有针对性的，以解决通过探索消费者与品牌社区的互动如何影响CBBE过程的每个阶段，以及社区的行为和态度忠诚度的影响。这项研究将在利基国家队运动的背景下进行。选择这一点有两个原因。首先，我的个人网络将使我能够访问来自国家管理机构，专业组织和俱乐部的数据。其次，这种背景使研究具有真实的世界管理和政策制定者的影响，这反过来又可能产生积极的社会影响。目标1.调查品牌社区对消费者品牌资产的影响。2.调查品牌社区对行为忠诚度（态度和行为）的影响。3.研究利基国家队运动中品牌资产的发展与品牌社区所扮演的角色之间的关系。4.研究上述关系的边界条件（调节效应）。通过实现这些目标，本研究将建立在品牌社区的理解，并填补了现有知识基础的空白。差距是品牌社区在消费者品牌资产发展中的作用，以及最终品牌社区对消费者对品牌的行为和态度忠诚度的影响。这种知识的进步将扩展现有的理论，并为真实的世界的实践者和政策制定者的未来决策提供信息。方法本研究拟采用混合方法设计。这将使该项目能够最大限度地发挥访问众多数据源的优势。然后，这些数据将用于扩展当前的理论，从包括球迷，俱乐部和赞助商在内的多个品牌社区利益相关者的角度获得更好的理解。这将通过使用一系列分析技术，包括应用多层次模型来实现。这将有助于对不同层次的数据进行分析，当这些数据与每个利益攸关方的观点相一致时，将提供更深入的见解。除了多层次的建模现场实验将采用。这将提供了解个别变量变化的影响的机会。然后，这可以告知品牌战略的发展，以利用从业者在真实的世界的应用。总之，拟议的研究项目将进行多项研究，以创建一个综合框架，用于开发和成功利用品牌社区。