Antecedents to Strong Identification with Fan Communities of Human Brands

• 발행기관: 한국산업경영학회
• 저자명: 한정수
• 간행물 정보: 『한국산업경영학회 발표논문집』2017년도 춘계학술대회 발표논문집, 437~442쪽, 전체 6쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.04.21

영문 초록

As the human brands are becoming more popular and influential, their influences on the lives of people also getting more significant. Fans of certain human brands create or participate in the fan community to seek like-minded others for sharing same interests and enthusiasms and . In doing so, fan community members identify themselves with the fan community and support the human brand they like by doing community-based group behaviors. Thus, well-established fan communities are very influential and provide great marketing opportunities, suggesting the importance of the studying the fan communities. This study examined the dynamics among human brand, fans, and fan community identification. Results of the study found that attachment to human brand influences fan community identification positively. Furthermore, one community-related variable, human brand-fan community similarity, and one consumer-related variable, need for belongingness, were found to strengthen the relationship between human brand attachment and fan community identification. Implications that the results of this study provides are also discussed.

목차

Ⅰ. Introduction

Ⅱ. Hypotheses

Ⅲ. Method

IV. General Discussion

키워드

Human Brands Fan Community Identification Need for Social Belongingness Human Brand-Fan Community Similarity