Empirical studies to compare the loyal customers outside the brand community with the brand community members

2015 Fiscal Year Final Research Report

• Project/Area Number: 26780237
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Nagoya City University
• Principal Investigator: Yamamoto Nao 名古屋市立大学, 経済学研究科(研究院), 講師 (70551662)
• Project Period (FY): 2014-04-01 – 2016-03-31
• Keywords: ブランドコミュニティ / リレーションシップマーケティング / ブランドロイヤルティ

Outline of Final Research Achievements

In this study, I clarify the following points from the survey results about the brand community(BC) members, the loyal customers outside the brand community(LC), the general consumer.
First, the LC think "the BC members is the exclusive" compared to the BC members. Second, the significant difference between the BC members and the LC about behavioral brand loyalty is not. Third, the positive image of the BC and the BC members, increases the brand relationship quality (BRQ) in the BC members and the general consumer. On the other hand, the positive image and the negative image increases the BRQ in the LC. Fourth, BRQ increases the behavioral brand loyalty.

Free Research Field

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