ブランド・コミュニティと企業のコミュニティ戦略 : ブランド・コミュニティ・マネジメントの展望(大会報告論文:転換期の社会システム-国家、市場、中間組織-)

抄録

This study introduces the concept of brand community and proposes a model of the prominent brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admires of a brand. The concept of brand community consists of three aspects: shared consciousness, rituals and traditions, and a sense of moral responsibility. On a process of building a brand community, business enterprises present the common value to be shared to the members in a brand community and the members share it with the other members as well as with the business enterprise. The application of a brand community to marketing management, especially on the Internet community strategy, is significant for business enterprises. Finally, maintaining and developing activation of a brand community lead business enterprises to the successful business opportunities.