A Study of Impact of Brand Community Integration on Customer Loyalty

• Main Authors: LEE,PEI-CHIH, 李佩芝
• Other Authors: WANG,RUI-XIANG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63030990322354166662

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 103 === The theory of the Brand Community Integration Relationship between the community member and the product, the brand, the company and the others, given by McAlexander, Schouten and Koenig (2002), was adopted in this research for studying the impacts of brand community integration on relationship commitment and customer loyalty. For the camping supplies retailers, the Relationship only has three facets of brand community integration. According to the study: community members and products, community members and brand companies, community members and other members. This three facets in the relationship between community members and brands of relationship commitment and loyalty have the greatest positive impact. Brand community integration has a positive effect on customer loyalty through relationship commitment. Relationship commitment plays as a mediating role between brand community integration and customer loyalty.