Innovative Roles of Brand Community Members: A Typology Based on Cluster Analysis

被引：1
|
作者：
Wang, Xiao-chuan [1 ,2 ]
机构：
[1] Huazhong Univ Sci & Technol, Sch Management, Wuhan, Peoples R China
[2] China Univ Geosci, Sch Econ & Management, Wuhan, Peoples R China
来源：
19th International Conference on Industrial Engineering and Engineering Management: Management System Innovation | 2013年
基金：
中国国家自然科学基金;
关键词：
Brand identification; Cluster analysis; Community identification; Innovative roles; Online brand community; Typology; IDENTITIES;
D O I：
10.1007/978-3-642-38427-1_169
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
This research applied Ward's method to cluster analyze 319 samples collected from online brand community of Apple. Two variables, brand identification and community identification are used to categorize the samples into 4 clusters. Average scores of 15 innovative activities of each cluster are analyzed and thus find the different innovative roles played by brand community members: outside learners, pragmatic explorers, silent devotees and opinion leaders.
引用
收藏
页码：1597 / 1606
页数：10
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