摘要
依托社会化媒体,品牌与消费者的沟通从线下的营销活动刺激转到以品牌为纽带的线上品牌社区交互,而使得品牌社区成员持续参与社区互动的关键是建立社区成员的品牌社区认同。为此,本文在梳理品牌社区认同与组织认同、品牌认同关系的基础上,从品牌社区认同的内涵及外延、机制、前因及后果等几个方面对国内外关于品牌社区认同的相关经典研究进行系统梳理和评述,并在此基础上提出未来研究的几点建议。
As the rise of the Internet, the information and communication technologies have made considerable development. And these technologies have served as platforms that consumers interaction with firms and another consumers. The online brand communities as a communications medium enables geographically-dis who have common interests come together to share, discuss and exchange opinion online. Online serves as a new form of consumer-firm and consumer-consumer interactions. persed consumers brand community To detect the effect of social influence in the brand communities a large amount of research use the term of i- dentification to describe the nature of consumer participation and interaction in the brand community. A lot of re- search has found that consumers who identify with the brand community have show more willing to participate in the community and interact with other member. Finally these consumers have stronger loyalty to the brand/firm than who have not identified with the brand community. As we know that the communication between brand and consumers has shift from offline marketing activities to online brand community interaction in the era of social media. The key of make the brand community members con- tinue to participate in the community activities and interactions is to establish brand community identification. Therefore, base on make clear of the relationships between brand community identification, organiza- tional identification and brand identification. We summarize and comment on the classical research of brand commu- nity identification literature at domestic and foreign. First, we get insight into the relationship of identification in organizational and marketing literature. We summa- rize the difference of identification between organization, brand and brand community as well as take a contrast to other conception of brand relationship （ e. g. , brand satisfaction, brand identification）. Second, we summarize the connotation and denotation of brand community identification. This part including the conceptual definition and op- erational definition that analysis the nature/dimensions and the measure of brand community identification respec- tively. The dimensions of brand community identification include recognition, affection and evaluation. Some researchers have reported that brand community identification is unidimensional that just have recognition or affection/evaluation. But more and more researchers have realized that it is multidimensional which include recognition, affection and evaluation. Third, we explore the mechanism of brand community identification. Actually, there have no specific mechanism to analysis the brand community identification to date, but we can derive from the organizational identification which proposes that there are two ways for individuals indentify with organization. The first one is topdown way that includes sense-breaking and sense-giving process; another one is bottom-up way that includes enacting identity, sense-making and identity narrative. Fourth, the antecedents and consequences then let we know what make the consumer identify with the brand community and what is the outcomes of brand community identification. For the antecedents, in general, the consumer who identify with the brand community cause he/she wants to fulfill self-definition need which includes self-continuity, self-distinctiveness and self-enhancement. For the conse- quences, the most of researchers concluded that brand community identification lead to positive outcomes. For exam- ple, community engagement, community participation, community recommendation, brand loyalty, resistance to negative information, and so on. But there have negative outcomes too, like stereotype and normative pressure. Last, we put forward some suggestion for the future research. Especially, we suggest that the future research should insight into the nature of brand community which it is very different from traditional organizations such that have a different objective,process ,antecedent and consequence of identification. What is more, brand community also has different types which have different nature so that we have to make a specific analysis.
作者
黄敏学
潘海利
廖俊云
HUANG Min-xue PAN Hai-li LIAO Jun-yun(Economics and Management School, Wuhan University, Wuhan, Hubei, 430072, Chin)
出处
《经济管理》
CSSCI
北大核心
2017年第2期195-208,共14页
Business and Management Journal ( BMJ )
基金
国家自然科学基金面上项目"基于多重关系网络演化的消费者创造内容机制研究:以社会化购物为背景"(71372127)
关键词
社会化媒体
品牌
社区
认同
品牌社区认同
social media
brand
community
identification
brand community identification
