抄録
As the importance of the close relationship between consumers and the brand has emerged in the area of brand design, the
brand community as a group of the admirer of the brand has another critical value in the modern concept of consumption.
The purpose of this paper is to empirically investigate contextual meaning of the brand community in sustaining Consumer
Brand Engagement. For this research, Grounded Theory is conducted as a befitted research methodology to investigate
participants’ empirical experiences and thoughts. As a result, this study addresses two findings on the issue of brand
community as a critical medium for brand’s ideal future. The sharing sense of moral responsibility indebted by the brand’s
social influences can be the integrated cohesion to evoke social value. More importantly, the ideal relationship between the
brand community and the brand intrinsically comes from the consistent sincerity of the brand.
