브랜드 커뮤니티의 형성과정 및 소비경험에 관한 심층분석 : 프로축구 서포터스 커뮤니티를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to explore the formation process and the characteristic of brand communities by examining the consumption for popilar professional football team's supporters communities. Recently brand communities bring about hot issues in a way of establishing brand loyalty. Brand community is a specialized, non-geographically bound community, made by people who like brands. Brand communities are divided into two by who make it; customer-oriented brand communities and firm-oriented brand communities. Supporters community is a customer-oriented community.
This study was to psychologically analyze the brand communities by using qualitative research techniques. Various kinds of studies about brand community have been studied, however these studies have not fully explained the consumer's comsumption behavior
of brand community. So, this research is fufilled in viewpoint of qualitative approach. To raise the trustworthiness of research, this article was used by qualitative techniques such as ethnographic interview, participation observation, documents, journals, media report etc. Ethnographic interpretative analysis ws done subject two different supporters communities located in the National Capital region, to find out what made supporters motivate in building such communities, whtat activity each member does within a community, and what kind of consumption activities are experienced.
The results of the study are as follows:
First, Brand communities formation process is explained by psychological, sociological, individual aspects of collective behavior. Psychological factors are primarily related to express one's self. People who are participants in brand communities would like to show another self.
Sociological factors are affected on society's collective culture such as whole national interest in Wold Cup, a goodwill match with famous ohter countries like Janpan, France, Brazil etc. It enables supporters to build communities and diffuse rapidly as if a diseas is contagious. Individual factors are related to personal predispositio, hobby etc. They built voluntarily brand communities by these reasons.
Secondly, the consumption behavior of supporters was analyzed in experiential aspects. Supporters have experienced various emotions such as love, passion, happiness, joy, excitement, comfort, fear, anger, worry, sadness etc through their active participation. They were pursuing a satisfying self. Their terminal value is happiness of life. These consumption activities are related to symbolic consumption.
Thirdly, It found that characteristic of brand community is summarized to shared consciousness, rituals and traditions, and a sense of moral responsibility like the terms of the traditional marketer about brand community. Through community's activities, supporters have attachment about their community. Also, it could after on their brand attachment, too.
This study showed how marketers have to build a brand community and what is offered to customers. Marketers have to make efforts to offer customers value other than functional attributes of brands by swing custmers experience in experiential aspects through brand comunity. Also consumers and marketers should jointly build the brand community. This study is meaningful in that it suggests a practical value to apply the results of the study, not only the industry of culture but general firm.

목차 (Table of Contents)

• 목차 = 0
• 제1장 서론 = 1
• 제1절 문제제기 및 연구목적 = 1
• 제2절 연구방법 = 5
• 1. 질적연구방법 = 5
• 2. 자연주의적 연구방법으로서의 민속지학(Ethnography) = 11
• 제3절 논문의 구성 = 13
• 제2장 브랜드 커뮤니티에 관한 이론적 고찰 = 14
• 제1절 브랜드 커뮤니티의 개념 = 14
• 제2절 브랜드 커뮤니티의 특징 = 16
• 제3절 브랜드 커뮤니티의 유형 = 18
• 제4절 브랜드 커뮤니티의 효과 = 21
• 제5절 온라인 커뮤니티 = 24
• 제6절 브랜드 커뮤니티 형성과정 = 25
• 1. 시스템 측면에서 본 브랜드 커뮤니티 형성과정 = 25
• 2. 집단행동의 형성측면에서 본 브랜드 커뮤니티 형성과정 = 27
• 제3장 연구의 절차 = 34
• 제1절 연구절차의 개요 = 34
• 제2절 민속지학적(Ethnographic)면접의 개념 및 구축과정 = 36
• 1. 민속지학적 면접(Ethnographic Interview)의 개념 = 36
• 2. 민속지학적(Ethnographic) 면접의 구축과정 = 38
• 제3절 정보제공자(Informant)의 선정 = 42
• 제4장 민속지학적(Ethnographic) 면접의 연구주제 = 45
• 제1절 서포터스 커뮤니티의 형성 동기 및 과정 = 45
• 1. 서포터스 커뮤니티의 형성동기 = 45
• 2. 서포터스 커뮤니티의 형성과정 = 48
• 2.l. 수원삼성의 서포터스 커뮤니티 형성과정 = 48
• 2.2. 성남일화의 서포터스 커뮤니티 형성과정 = 49
• 2.3. 비교 = 50
• 2.4. 서포터스 커뮤니티 형성과정의 종합 = 51
• 제2절 서포터스의 소비경험 = 57
• 1. 서포터스 되기 = 57
• 2. 서포터스 활동과 소비경험 = 60
• 3. 서포터스 활동의 결과 = 63
• 4. 종합 = 65
• 4.1. 서포터스 활동의 목표구조 = 65
• 4.2. 서포터스 활동에서 추구되는 가치 = 67
• 4.3. 소비경험의 요약 = 68
• 제3절 커뮤니티의 특징: 서포터스의 활동을 통하여 형성된 커뮤니티의 특징 = 70
• 1. 커뮤니티의 특징 = 70
• 1.l. 수원삼성 서포터스 커뮤니티의 특징 = 70
• l.1.1. 동류의식(Consciousness of Kind) = 70
• l.1.2. 의례와 전통(Rituals & Traditions) = 71
• 1.1.3. 도덕적 책임(Moral Responsibility) = 74
• 1.2. 성남일화 서포터스 커뮤니티의 특징 = 76
• l.2.1. 동류의식(Consciousness of Kind) = 76
• l.2.2. 의례와 전통(Rituals & Traditions) = 77
• 1.2.3. 도덕적 책임(Moral Responsibility) = 79
• 1.3. 비교 = 80
• 2. 커뮤니티 특징의 형성과정 = 82
• 3. 커뮤니티 특징의 종합 = 85
• 제5장 결론 및 향후 연구 방향 = 90
• 제1절 연구결과요약 및 시사점 = 90
• 제2절 연구의 한계점과 향후 연구방향 = 92
• ◈ 참고 문헌 ◈ = 94
• ◈ Abstract ◈ = 105