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品牌社群是当前西方品牌理论研究的新课题,现有文献在诠释品牌社群形成问题上尚存在不足。本文以顾客让渡价值、顾客满意度、顾客忠诚度作为理论基础,提出一个品牌社群形成机理模型,用以描述顾客加入和支持品牌社群的过程,该模型对品牌社群经营有着重要的营销启示,文章最后指出了本研究局限性及今后研究方向。
Abstract：Brand community is the newest brand research area in western.The current literatures are scarce in the interpreting the formation of brand community. Based on theories of Customer Delivery Value,Customer Satisfaction,Customer Loyalty,the article puts forward a model which is named as the Forming Mechanism of Brand Community.The model describes the process in which customers join and support the brand community.It is helpful to manage the brand community.At last,the article points out limitations and research directions.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2005.11.014
中图分类号:F273.2
引用信息:
[1]周志民.品牌社群形成机理模型初探[J].商业经济与管理,2005(11).DOI:10.14134/j.cnki.cn33-1336/f.2005.11.014.
基金信息:
深圳大学科研启动基金项目(200541)
2005-11-25
2005-11-25