• Journal of Korea Society of Industrial Information Systems
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• v.13 no.4
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• pp.155-172
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• 2008

This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.374-385
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• 2021

Brand community refers to a group of consumers who are passionate about the brand, and actively participate in enhancing the brand value. This study examines the impact of brand community experience on brand satisfaction, brand trust, and brand value co-creation, focusing on BTS's fan community, 'ARMY'. The results show that the value of aesthetic sensitivity, self-consistency, and intellectual fulfillment, obtained through brand community experiences, had a positive impact on brand satisfaction and brand trust, and brand value co-creation. The implications of this study are as follows: First, rather than company-centered traditional marketing campaign strategies, future brand marketing strategies should focus on nurturing brand communities through which encourage emotional communication and solidarity between consumers and companies. Second, in order to enhance brand community experiences, it is necessary to provide various opportunities to satisfy customers' intellectual curiosity and self-consistency as well as sensory stimuli related to the brand.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.385-396
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• 2011

The purpose of this study was to investigate contents identification and brand community identification on the brand community. Analysis was performed for the empirical study where important variables of this framework included attractiveness, similarity, intimacy, information quality, contents identification, and community identification, loyalty. I collected the 184 data through survey and analyzed them. The data were recorded and analyzed using the SPSS 14.0 and LSREL 8.30. The brief findings of the study were as below: Given the finding of the study, users who have contents identification directly don't affect on purchase loyalty. Therefore, company intensifies users' visiting community. Users who consistently visit community have purchase loyalty. Existing studies on online brand community is a study for the identification. This study identified the dimensions of the content attribute of the content identification and brand community identification were examined by questionnaires. Accordingly, the company operating the brand community to provide more useful suggestions.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.114-128
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• 2008

This study aims to explore the effects of interaction through UCC at online brand communication on scrap intention and visiting loyalty. According to study results, first, only information feature has positive effects on all interactions among quality feature of brand community; Second, confidence and responsiveness feature of brand community has positive effects on the connection feature among elements of interaction; Third, certainty has positive effects on activeness and connection among interaction elements. Fifth, while intention of sharing has positive effects on activeness and connection among interaction elements, it has no effects on the responsiveness. Finally, interaction does not affect the responsiveness of scrap intension, but has positive effects on visiting loyalty.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.89-99
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• 2021

A brand community refers to a group of people who have a passion and loyalty for the brand, and is attracting attention as an effective marketing strategy to increase brand equity because it actively tends to support and promote the brand without expecting compensation. The objective of this study is to identify factors that are needed for sustainable brand community management. Existing studies on brand community management have mainly been conducted by quantitative methods measuring consumer satisfaction and dissatisfaction towards brand community activities, however, this study applied qualitative methods using means-end chains and laddering approaches in order to deeply identify a consumer's desired value on brand community activities. An in-depth interview of 41 members of BTS ARMY, a representative example of brand community, has been conducted and analyzed. The result of this study is as follows. In order to encourage active brand community activities, it is important to provide brand community members with a variety of high-quality brand-related content for a unique aesthetic experience, and a forum where all members can interact and exchange information and ideas to enhance brand value and experience. Finally, to nurture a strong brand community as a partner to co-create brand equity, rather than just a fan community, it is needed to build an environment that fosters opportunities for brand community members to increase self-respect and fulfillment through their brand community activities.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.165-174
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• 2012

In recent years, online brand community has become an important means for firms to make, maintain and improve their relationship with the customer. Customers or would-be customers discuss, learn about the products and share passion together. In this paper, we investigate the effects of the online brand community's characteristics and its perception on customer royalty to the community and purchase intention of consumers for the products. Variables of online brand community's characteristics include community reputation, social presence, pleasure, and interactivity. For those of the community's perception, we consider membership, influence, emotional band, and fulfillment of desire. Findings show that the online brand community has indeed positive effects on the brand equity by enhancing the relation between consumers and brand, ultimately providing firms with strategic resources and competitive advantage. Managerial implications are discussed.

• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.366-377
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• 2010

As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities' attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer's attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities' activities.

• Management & Information Systems Review
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• v.29 no.2
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• pp.27-52
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• 2010

Research on the user motivation of online brand community, the flow, community identification, brand attachment and the structural relationships between them This study is focused on the utilization motives of online brand community (emotional motivation, social motivation, informational motives), and their influences on each motivation on the flow and structural relationships between the brand identification and attachment. For the research, hierarchical chi-squal analysis, was used among Structural Equation Models, to statistically verify the size between the two paths. First, the research has proven the positive influence of user motivation of online brand community on flow. Especially on this research, user motivation of online brand community on flow was divided and analyzed into three motivations; emotional motivation, social motivation, informational motivation, the social and emotional motivation are proven to have the biggest influence on the flow and informational motivation has comparatively low influence on the flow. Secondly, this research will prove that the type of flow built on user motivation of online brand community can give positive influence on community identification and brand attachment. And third, the influence of community identification on brand attachment is very high on the flow. Result will clearly shows the flow built on user motivation of online brand community can help build brand attachment through community identification.