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Impacts of Community Commitment on Brand Equity Creation in Company-Initiated Online Brand Communities

Title
Impacts of Community Commitment on Brand Equity Creation in Company-Initiated Online Brand Communities
Author
이규혜
Keywords
Online brand community; Continuance commitment; Affective commitment; Normative commitment Brand equity
Issue Date
2016-06
Publisher
The Costume Culture Association
Citation
Fashion, Industry and Education, v. 14, NO 1, Page. 31-39
Abstract
With the emergence of online communities, the role of online communities in establishing brand equity has been greatly emphasized. In order to enhance our understanding of commitment in online brand communities, the present study attempts to investigate how three dimensions of community commitment (continuance, affective, and normative commitment) influence each component of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) in the context of company-initiated online brand community. An online survey was conducted with a sample of online brand community members. The results found differential impacts of three types of community commitment on brand equity components, emphasizing the role of continuance and affective commitment. Continuance community commitment positively influenced brand awareness and brand association. Affective community commitment positively affected perceived quality, while among the three, only continuance and affective community commitment influenced the enhancement of brand loyalty. The results suggest that brand marketers need to focus on continuance and affective commitment factors in their online communities to effectively enhance brand equity possessed by consumers. Theoretical and managerial implications are provided.
URI
http://koreascience.or.kr/article/ArticleFullRecord.jsp?cn=E1CCBU_2016_v14n1_31https://repository.hanyang.ac.kr/handle/20.500.11754/71713
ISSN
2508-3023
DOI
10.7741/fie.2016.14.1.031
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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