网络中心性、品牌社群融入影响社群绩效的实证研究被引量：16

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摘要从结构嵌入视角切入,以一文化品牌社群为调研对象,通过实地调研和实证分析,对网络中心性、品牌社群融入和社群绩效之间的相关关系做了探究。结果表明:网络中心性对社群成员的品牌社群融入和认同具有显著的正向影响作用,品牌社群融入对3个反映品牌社群个体层面的绩效指标,即品牌社群认同、自我品牌关联和品牌忠诚有显著的正向影响。在社群绩效指标之间,品牌社群认同、自我品牌关联与品牌忠诚之间也存在显著的正相关关系,且品牌社群认同经由自我品牌关联对品牌忠诚施加影响。

作者薛海波

机构地区华东师范大学品牌文化与公共关系研究中心

出处《当代财经》 CSSCI 北大核心 2011年第10期73-81,共9页 Contemporary Finance and Economics

基金国家自然科学基金项目(71102161 70872069) 教育部人文社会科学研究基金青年项目(09YJC630079)

关键词网络中心性品牌社群融入社群绩效品牌忠诚

分类号 F274 [经济管理—企业管理]

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