A Study of Professional Baseball Club Members' Loyalty to Their Brand Community – A Test of The Relationship Investment Model
| Autor: | Jui-Yi Tsai, 蔡瑞益 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 In numerous brand management tactics, the application of brand community has gained a growing attention. The brand community offers an environment which let members exchange experiences, share knowledge and set up the relationships in actual life, and also make the mutual relationship of the members more harmonious and intimate. That is, it provides brand executives a way to convert customers into long-term patrons. This research applied Rusbult’s investment model to probe into the domestic professional baseball brand members’ commitment to staying in the community. Questionnaire survey was conducted to collect empirical data to examine the hypotheses. The empirical results indicate: - The satisfaction of brand community members positively influences their commitment to the communities. - The attractiveness of alternative brand communities has an opposite relation to commitment of the brand community. - Brand members’ investment in developing this relationship positively influences to their commitment to the brand community. - Brand members’ relationship commitment is in positive relation to brand community loyalty. - Brand members’ commitment to brand community completely mediates the relationship between the relationship investment and brand community loyalty, and partially mediates the relationships between the satisfaction of brand community, the attractiveness of alternative brand community and loyalty. Brand executives should ensure that community members’ satisfaction is fulfilled and their investment into the community is enforced. Finally, higher loyalty can be gained through members’ further commitment to the community. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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