브랜드 커뮤니티 활동 및 유형에 따른 브랜드 충성도 전이에 관한 연구

The Study of the Effect on the Brand Loyaltyby the Activity and Type of Brand Community

&nbsp;&nbsp;With diffusion and development of internet, new tool appeared accordingly. One of them is brand community. Companies and marketers want their members to be mania receiving and holding in common with their brands. However, not many researches regarding brand community have conducted yet.<BR>&nbsp;&nbsp;In this study, previous researches are arranged and brand attachment and flow are used to see if member&quot;s community activity affects brand loyalty significantly. Also brand loyalty difference according to brand community type has examined. 3 times of FGI and 31 In-depth interviews were carried out for this study and survey was conducted with 545 members from 9 brands for verification of final model and hypothesis.<BR>&nbsp;&nbsp;In results, member&quot;s community activity has significant effect on brand loyalty. Especially member to member&quot;s experiential behavior was showed as the only brand community activity to affect brand attachment directly. Sub-group has negative effect on member&quot;s flow. With brand loyalty difference according to brand community type, portal user type showed the biggest loyalty and portal corporation type, independent corporation type followed next.