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Psychological and Behavioral Outcomes of Commitment to Apparel Brand Online Community  

Hong Hee-Sook (Dept. of Clothing & Textiles, Cheju National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.6, 2006 , pp. 916-927 More about this Journal
Abstract
The purpose of this study was to identify psychological and behavioral outcomes of commitment to apparel brand community by test structural equation model. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: 1) The suggested structural equation mode was accepted by data from apparel brand communities with hish brand strength(${\chi}^2=97.42$, d.f.=89, p=0.25, GFI=0.92, AGFI=0.88, RMR=0.05, NFI=0.94). However, this model wasn't accepted by data kom apparel brand communities with low brand strength. 2) Three types of commitment to brand community(emotional, continuous and normative commitments) influenced brand identification positively and brand identification positively influenced three types of behavioral outcomes(favorable word-of-mouth, co-production and repurchase of brand). Therefore, managements need to develop marketing programs to promote each type of commitment to their's own brand community.
Keywords
Commitment to brand community; Brand identification; Brand co-production; Brand repurchase; Brand word-of-mouth;
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Times Cited By KSCI : 1  (Citation Analysis)
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