Title page for etd-0617113-163417


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URN etd-0617113-163417
Author Juei-hsueh Tsao
Author's Email Address No Public.
Statistics This thesis had been viewed 5344 times. Download 790 times.
Department Information Management
Year 2012
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Examine the Formation of Brand Community Identity and Its Effect on Purchase Behavior
Date of Defense 2013-06-30
Page Count 69
Keyword
  • perceived benefit
  • involvement
  • social identity
  • brand identity
  • brand community
  • Abstract Abstract
    The rise of social network narrows the gap between people, and it only takes a
    few minutes to share information. Recognizing this enormous potential, social
    network marketing becomes the most high-profile marketing practice, however, after
    many companies followed the trend and started managing network brand community,
    they found it didn't work as well as what they'd expected, and then they gave up. This
    study explores how community members establish their network brand community
    identity and what it has impacted on people. The study uses six aspects constructed of
    information disclosure, brand image, community distinctiveness, community prestige,
    involvement and perceived benefit as network brand community identity, and uses
    brand recognition and purchasing behavior as the impact of brand community identity.
    The study objects are network brand community members of President Starbucks
    Coffee Corp. on Facebook, we sent out questionnaires with convenience sampling
    through network and there were 123 effective questionnaires. The research result
    shows:
    (1) Communities publish brand image-related messages has a significant
    impact on establishment of network brand community identity.
    (2) Community prestige has a significant impact on establishment of network
    brand community identity.
    (3) Involvement has a significant impact on establishment of network brand
    community identity.
    (4) Perceived benefit has a significant impact on establishment of network
    brand community identity.
    (5) There is an absolute mediating effect among network brand community
    identity, brand recognition and purchasing behavior.
    Keywords: brand community, social identity, involvement, perceived benefit, brand
    identity
    Advisory Committee
  • Szu-yuan Sun - chair
  • Shih-Chieh Hsu - co-chair
  • Chao-Min Chiu - advisor
  • Files
  • etd-0617113-163417.pdf
  • Indicate in-campus at 1 year and off-campus access at 3 year.
    Date of Submission 2013-07-22

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