브랜드 커뮤니티 활용이 브랜드 자산에 미치는 영향에 관한 연구: 커뮤니티 이용동기, 몰입, 그리고 상호작용성을 중심으로 = The Effects of Brand Community on Brand Equity: With emphasis on motivation of community usage, community commitment, community interaction

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effects of brand community on brand equity. Specifically, this study examined whether motivation of community usage, community commitment, and community interaction were statistically significant predictors of brand equity including brand image, brand royalty, and brand awareness. A survey of 313 college students conducted to gather data needed to do hierarchial regression analysis, where motivation of community usage, community commitment, community interaction, types of brand community, community usage level, and demographic variables were predictors while brand equity including brand image, brand royalty, and brand awareness were criterion variables. The results showed that 5 predictors among 14 predictors such as behavioral commitment, interaction among community members, informative motivation of community usage, types of brand community, and age had statistically significant relationship with brand equity. Specifically, it turned out that interaction among community members was the best predictor, followed by, behavioral commitment, age, informative motivation of community usage, and types of brand community. It also turned out that predictors of brand equity were different across brand image, brand royalty, and brand awareness, which were three components of brand equity. Specifically, it was found that interaction of community members was the best predictor of brand image while behavioral commitment was the one and informative motivation of brand usage was the one of brand awareness.