| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 100 === Due to the emergence of social network nowadays, the interaction between corporation and consumers are not only confined to the form of the transaction and, more importantly, maintaining relationships with customers becomes even crucial. The studies concerning nonprofit community are few, thus this article provides the study of nonprofit community in Taiwan in which brand equity is affected by the community. Here in this article, we examine the concepts of brand community and find which one has the most powerful effect on brand equity. In this research, the independent variables are “identification,” “relationship commitment,” “involvement,” “perceived sense of community” and “benefit.” And four dimensions of brand equity – “brand loyalty,” “brand association,” “brand awareness” and “perceived quality” – are the dependent variables. Through the regression analysis, we learn that brand community has positive effect on brand equity, which verifies the brand community literature in the past, and offers a path to community where brand equity could be affected directly.
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