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研究生:廖浩婷
研究生(外文):Hao-Ting Liao
論文名稱:品牌社群實務與品牌價值創造關係之研究
論文名稱(外文):Study on the relationships of brand community practices and creation of brand equity
指導教授:楊台寧康傳林康傳林引用關係
指導教授(外文):Tai-Ning, YangChuan-Lin, Kang
口試委員:楊台寧康傳林曾光榮潘柏維
口試委員(外文):Tai-Ning, YangChuan-Lin, KangKuang-Jung TsengPo-Wei Pan
口試日期:2010-12-27
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:80
中文關鍵詞:品牌社群社交網路印象管理品牌權益
外文關鍵詞:brand communitysocial networkingimpression managementbrand equity
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在近代行銷領域中,以消費者為核心的行銷策略已建漸成為企業創造品牌權益的重要策略。有越來越多的企業投入資源在品牌社群的建立及管理上,藉以維持和消費者之間的良好關係,進而創造品牌本身之價值。對於企業而言,透過品牌社群能夠更確切了解消費者的需求及建議。然而從Schau, Muniz Jr., and Arnould (2009)提出四項品牌社群與企業可共創品牌權益的關鍵運作實務後,針對品牌社群內部運作模式並創造品牌權益之四項關鍵因素所進行之實證研究並不多,探討此四項因素與創造品牌權益間之關係。
因此,本研究探討品牌社群與創造品牌權益之間的關係。根據此研究目的,本研究針對國內大型重型機車品牌社群,經由網路問卷的方式調查,在重型機車社群論壇上發放並收集到201份有效樣本進行研究,並採統計分析,以驗證本研究所提出之研究假設。研究結果顯示社交網路、印象管理與品牌權益皆為正向關係。本研究針對此結果,提出對企業與品牌社群之建議,期盼能為企業與品牌社群對於管理實務及後續學術研究方面提出相關建議之說明。

In the field of modern marketing, consumer marketing strategy as the core has been built gradually become an important strategy that companies create brand equity. There are more and more enterprises invest in brand building and management of community, in or-der to maintain good relationships with consumers, thereby creating the value of the brand itself. For businesses, it can be more accurate understanding of consumer needs and sug-gestions through brand communities. However, from Schau, Muniz Jr., and Arnould (2009) proposed four aspects of practices that brand communities and businesses can create brand equity that there are few researchers probe into the empirical studies with the relationships between the four practices in brand communities and the creation of brand equity.
Therefore, this study probe into the relationship between brand communities and the creation of brand equity. The objectives of this research is summed up as follows:
Discuss which factors can influence the creation of brand equity. (2) Analyze the relation-ship between social networking, impression management and brand equity.
By reviewing reference and rational inference, this research shows that if the operator of brand community could pay attention to the four key practices, such as social network-ing, impression management, community engagement and brand use, perhaps they could increase members’ engagement and participation in their brand communities and increase the brand equity in advance.
This research is focus on the brand community of domestic huge heavy motorbikes. After networking questionnaire investigation and SPSS analysis, the empirical results are divided into two parts:
(1)The more frequent the practice of social working, the higher the brand equity.
(2)The better the practice of impression management, the higher the brand equity.

內容目錄
中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭  ...................... vi
內容目錄 ...................... vii
表目錄  ...................... ix
圖目錄  ...................... x
第一章  緒論.................... 1
  第一節  研究背景與動機............. 1
  第二節  研究問題與目的............. 2
  第三節  研究流程................ 3
第二章  文獻探討.................. 5
  第一節  社群.................. 5
  第二節  社交網路................ 11
  第三節  印象管理................ 13
第四節 品牌權益................ 15
第三章  研究方法.................. 25
  第一節  研究架構................ 25
  第二節  研究假設................ 26
  第三節  研究變數之操作型定義與衡量方式..... 28
第四節 研究樣本與資料蒐集........... 32
第五節 資料分析方法.............. 33
第四章  分析結果.................. 35
  第一節  基本資料分析.............. 35
  第二節  信度分析................ 39
  第三節  相關分析................ 46
  第四節  因素分析................ 48
第五節  假設檢定迴歸分析............ 52
第五章  結論與建議................. 54
  第一節  結論.................. 54
  第二節  建議.................. 56
  第三節  研究限制................ 58
參考文獻 ...................... 59
附錄A  問卷.................... 75

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