https://scholars.lib.ntu.edu.tw/handle/123456789/625735
標題: | Impacts of Peer Identity and Peer Relationship on Online Brand Community Identification and Value Co-creation—A Structured Abstract | 作者: | Wang S.-J Liaw C.J.E HENGCHIANG HUANG |
關鍵字: | Community Identification; Customer Relationship Management; Online Setting; Relational Identification; Structural Equation Modeling Approach | 公開日期: | 2017 | 起(迄)頁: | 1143-1146 | 來源出版物: | Developments in Marketing Science: Proceedings of the Academy of Marketing Science | 摘要: | Although researchers have recently advocated that brand communities should be customer centered rather than brand centered, literature on community identification focuses heavily on customer–brand relationships. Adopting the neglected customer–customer relationship perspective, this study instead reclaims the importance of (impersonal) peer identities and (personal) peer relationships in shaping brand–community identification. Adopting a structural equation modeling approach, this study empirically examines, in an online setting, how a brand community’s identity attractiveness and peer relational identification jointly influence brand community identification, which subsequently leads to members’ value co-creation behavior (manifested by co-consumption and co-production). The findings have important theoretical and managerial implications; communal leader enthusiasm might negatively influence peer relational identification. © 2017, Academy of Marketing Science. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85108254832&doi=10.1007%2f978-3-319-45596-9_210&partnerID=40&md5=fc8caaae33604dc175ffef68353c61ea https://scholars.lib.ntu.edu.tw/handle/123456789/625735 |
ISSN: | 23636165 | DOI: | 10.1007/978-3-319-45596-9_210 |
顯示於: | 國際企業學系 |
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