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Building Interaction into Brand Community

  Recently, many companies are interested in not corporate level brands but private level brands. Because of the difficulty of differentiation and attaining competitive advantage make it more rapid to use private level brand.   Under these backgrounds, many companies pay attention to brand community(BC). Thanks to Internet Network, building up and dissolution of community are more easier, so, many researches such as definition, formation factor, effects of BC have been increased. But, these researches about BC have been focused on important and what should be of BC, therefore, there are insufficient on successful implementation strategy on BC.   For these reasons, our research is focused on interaction in BC in order to help companies build and run BC. We classify interaction in BC into man-interaction and machine-interaction and examine lower dimension respectively. As a consequence of research, we found that interactions in BC contribute to enhance community commitment. Consequently, interaction with sysop, other members and interaction of off-site, control and flexibility enhance community commitment, so, we offered managerial implication of helping successful brand management through BC.