온라인 브랜드 커뮤니티의 활동 및 유형이 브랜드 충성도에 미치는 영향

초록

As the Internet has been diffused throughout the whole society, a large number of online brand communities have shown the active participation of a lot of members.From the marketing managers’ points of view, the actual effects of online brand community on the customers’ buying behavior and especially, brand-related behavior have not been studied enough.Only a few previous researches have shown the performance of online brand community in the cyber market. In this study, we tried to investigate the effects of the different types and different activations of the various online brand communities on consumers’ buying behavior - especially, brand switching behavior.After the empirical data analysis, the findings of the research and managerial implications were also discussed.

키워드