การใช้พลังจากสังคมเสมือนในการสร้างคุณค่าตราสินค้า
คำสำคัญ:
คุณค่าตราสินค้า, สังคมเสมือน, ตัวแบบในการสร้างคุณค่าตราสินค้าบทคัดย่อ
คุณค่าตราสินค้า (Brand Equity) เป็นประเด็นที่อยู่ในความสนใจ มีการนำไปปฏิบัติและศึกษาในหลายทศวรรษที่ผ่านมา ในบริบทนี้กล่าวถึงความสำเร็จในการสร้าง Brand Equity คือ การรักษาลูกค้าและการสร้างตราสินค้าในยุคที่เทคโนโลยีเป็นการสื่อสารแบบไร้ข้อจำกัด ประเด็นการสร้างBrand Equity ได้ถูกนำไปเชื่อมโยงในสังคมเสมือนของลูกค้าที่ใช้ตราสินค้าเดียวกัน และได้รับความสนใจในการศึกษาในยุคปัจจุบัน เนื่องจากลูกค้า(ผู้บริโภค) มักจะเชื่อมต่อกันเองโดยผ่านสื่อสังคมออนไลน์ (โซเชียลมีเดีย) แต่ถึงกระนั้นก็ตามประเด็นการสร้างคุณค่าตราสินค้าโดยใช้พื้นฐานดังกล่าวก็ยังกระจัดกระจายไม่มีการรวบรวมเข้าไว้ด้วยกันเพื่อใช้สนับสนุนการศึกษาและวรรณกรรมไม่ได้เปรียบเทียบเกี่ยวกับแบบจำลอง Brand Equityแต่ละแบบ สำหรับบทความนี้ได้กล่าวถึงแนวคิดและการสร้างตัวแบบ Brand Equity 3 ประเภทคือ ตัวแบบBAV, BRANDZ และ Brand Resonance
เอกสารอ้างอิง
Aaker, D. (1991). Managing Brand Equity : Capitalizing on the Value of the Brand Name. New York: The Free Press.
Aaker, D. A. & Joachimsthaler, E. (2000). Brandleadership. New York. The free Press.
Akrout, H. & Nagy, G. (2018). Trust and Commitment within a Virtual Brand Community : The Mediating role of Brand relationship Quality. Information and Management. 1-17.
Alexander, C. (2011). Strategic Marketing Management. 6th. Cerebelum Press: United States of America.
Alonso-Dos-Santos M., Guardia F., Campos C.,Calabuig-Morenco F., Ko Y. (2018). Engagement in sport Virtual Brand Communities. Journal of Business Research. 89, 273-279.
Belanger, F. & Allport, C. D. (2008) Collaborative Technologies in Knowledge Telework: An Exploratory Study. Information System Journal. 1, 101-121.
Benchard, A. (2008). Testing The Model of Sense of Virtual Community. Computer in Human Behavior. 24, 2107-2123.
Brogi, S. (2014). Online Brand Communities : A Literature Review. Social Behavioral Science. 109, 385-389.
De Valck, Van Bruggen, G. & Wierenga, B. (2009). Virtual Communities: a marketing perspective. Decision Support Systems. 47, 185-203.
Dethridge, B. & Quinn, B. (2016). Realtime emergency communication in virtual worlds. International journal of Disaster Resillience in the Built Environment. 7, 26-30.
Filo K., Lock D., Karg A. (2015). Sport and Social Media Research.A Review. Sport Management Review. 18(2), 166-181.
Fisher A.T., Son., Bishop, B J. (2002). Psychological sense of Community: Research applications and Implication. New York : Kluwer Academic. Plenum Publishers.
Fuller, J., Jawecki, G., & Muhlbacher, H. (2007). Innovation creation by online basket- ball communities. Journal of Business Research. 60, 60–71.
Garcia et al. (2017) Knowledge Generation for Enhancing creativity through co-creative Virtual Learning Communities. Thinking Skills and creativity. 24, 12-19.
Gensler S., Volckner F., Liu-Thampkins., Y.E Wiertz, C.(2013). Managing Brands in The Social Media Environment. Journal of Interactive Marketing. 27(4), 242-256.
Harbibi M., Laroche M., Richard M. (2014). The Role of Brand Community and Community Engagement in Building Brand Trust on Social Media. Computors in Human Behavior. 37, 152-161.
Hsieh P., and Wei S. (2017). Relationship formation within online brand communities: Bridging the Virtual and the real. Asia Pacific Management Review. 22, 2-9.
Hollebeek L., Juric B.,Tang W. (2017). Virtual brand community engagement practices : A Refined Typology and Model. Journal of Service Marketing. 31(3), 204-217.
Hannu S. Kannan, H. Hunn K. (2013). Value Co-Creation: Theoretical approaches and practical implications. European Business Review. 25(1), 6-19.
Johansson J. K. & Carlson K.(2015)Contemporary Brand Management. SAGE. United States.of America. pp30-34.
Jahn B. & Kunz, W. (2012). How to transform consumers into fans of Your Brand. Journal of Service Management. 23(3), 344-361.
Kim J. & Lee K. (2017). Influence of Integration on Interactivity in Social Media Luxury Brand Communities. Journal of Business Research.
Keller K. L. (1993). Conceptualizing Measuring and Managing Customer-Based Brand Equity. Journal of Marketing. 57, 1-22.
Keller K. L. (2001). “ Building customer-based brand equity: a blueprint for creating strong brand ” Marketing science institute .
Keller K.L. (2008). Strategic Branding Management : Building Measuring and Managing Brand Equity(3rd) Upper Saddle River, New Jersey : Prentice Hall.
Keller K.L. (2009). Building Strong Brand in Modern Marketing Communication Environment.
Keller K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity. Global Edition Pearson Education, Inc. pp106-138.
Koh J. & Kim K. (2008). The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. International Journal of Electronic Commerce, 1-30.
Kotler Philip ; Keller Kevin Lane. (2012). Marketing management.14th. Pearson Education, Inc. United States of America.
Kotler Philip; Keller Kevin Lane; Koshy A., Jha M. (2009). Marketing Management: A south Asian Perspective.
Kotler Philip ,Kartajaya Hermawan and setiawanIwan. (2017). Marketing 4.0 : Moving from Traditional To Digital. John Wiley & Sons.Inc.pp5-15.
Kozinets R.V.(1999) E-Tribalized marketing: The Strategic Implications of Virtual Communication of Consumption. Europe an Management Journal. 17(3), 252-264.
Kozinets R. V. (2002) The Field Behind The Screen : Using netnography for Marketing Research in Online Communities.Journal of Marketing Research, 1(39), 61-72.
Kumar V., Petersen J.E Leone P. (2010). Driving Profitability by Encouraging Customer Referrals : Who When and How. Journal of Marketing. 74(5), 1-17.
Maurya Upendra Kumar(2012)” What is a brand? A Perspective on Brand Meaning”. European Journal of Business and Management. 4(3).
Montgomery J. & Liberman M. (2005). A Compendium of Brand Measurement . World Advertising Research Centre, 464, 45-47.
Muniz A. & Oguinn, T. (2001). Brand Community. Journal of consumer Research. 27(4), 412-432.
Muniz, Albert M., & Schau, Hope Jensen. (2005). Religiosity in the abandoned AppleNewton brand community. Journal of Consumer Research. 31(4). 737–747.
Panzarasa, P. Opsahl,T. Carley, K. (2009). Pattern and dynamics of users beavior andinteraction. Journal Am. Soc. Inf.Sci. Technology. 60(5), 911-932.
Ramaswamy V. &Ozcan K. (2018). What is co-creation? An interactional creation framework and its implication for value creation. Journal of Business Research. 84, 196-205.
Rheingold H. (1993). The Virtual Community: Homesteading on the Electronic Frontier MIT Press.
Sim J.M. (2018). Communities of Practice: Telemedicine and Online medical Communities Technoligical Forsting & Social Change. Technological Forecasting and Social Change. 126, 53-63
Rosenthai B. & Brito E. ( 2017). How Virtual Brand Community traces may increase fan engagement in brand pages. Business Horizons. 60(3), 375-384.
Shimp, T.A. (1999). Advertising and Promotion: Supplemental aspect of integrated marketing Communication. (5th ed.) Orlando: Dryden Press.
Silva L. Goel, L., Mousavavidin, E. (2008). Exploring the dynamics of blog communities. Information System Journal. (19), 55-81.
Sims J. (2018). Communities of Practice: Telemedicine and Online Medical Communities. Technological Forecasting and Social Change. 126. 53-63.
Stanovevska – Slabeva, K. (2002). Toward a community-oriented design of internet platforms. IntJournal Electronic. Commerce, 6(3), 71-95.
Tajfel H. & Turner.,J.C. (1986). The Social Identity theory of Intergroup behavior. Psychology of Intergroup Relation. Nelsen Hall. 7-24.
Tajvidi, M. Wang Y., Hajli N., Love P. (2017). Brand Value Co-creation in Social Commerce : The role of Interactivity, Social Support and Relationship, and Relationship Quality. Computers in Human Behavior. pp.1-8.
Thompson, S. & Sinha R. (2008) Brand Communities and New Product Adoption:The Influence and Limits of Oppositional Loyalty. Journal of Marketing. 72, 65-80.
Wood, L. (2000). Brands and brand equity: definition and management. Management Decision. 38, 662 – 669.
Aaker, D. A. & Joachimsthaler, E. (2000). Brandleadership. New York. The free Press.
Akrout, H. & Nagy, G. (2018). Trust and Commitment within a Virtual Brand Community : The Mediating role of Brand relationship Quality. Information and Management. 1-17.
Alexander, C. (2011). Strategic Marketing Management. 6th. Cerebelum Press: United States of America.
Alonso-Dos-Santos M., Guardia F., Campos C.,Calabuig-Morenco F., Ko Y. (2018). Engagement in sport Virtual Brand Communities. Journal of Business Research. 89, 273-279.
Belanger, F. & Allport, C. D. (2008) Collaborative Technologies in Knowledge Telework: An Exploratory Study. Information System Journal. 1, 101-121.
Benchard, A. (2008). Testing The Model of Sense of Virtual Community. Computer in Human Behavior. 24, 2107-2123.
Brogi, S. (2014). Online Brand Communities : A Literature Review. Social Behavioral Science. 109, 385-389.
De Valck, Van Bruggen, G. & Wierenga, B. (2009). Virtual Communities: a marketing perspective. Decision Support Systems. 47, 185-203.
Dethridge, B. & Quinn, B. (2016). Realtime emergency communication in virtual worlds. International journal of Disaster Resillience in the Built Environment. 7, 26-30.
Filo K., Lock D., Karg A. (2015). Sport and Social Media Research.A Review. Sport Management Review. 18(2), 166-181.
Fisher A.T., Son., Bishop, B J. (2002). Psychological sense of Community: Research applications and Implication. New York : Kluwer Academic. Plenum Publishers.
Fuller, J., Jawecki, G., & Muhlbacher, H. (2007). Innovation creation by online basket- ball communities. Journal of Business Research. 60, 60–71.
Garcia et al. (2017) Knowledge Generation for Enhancing creativity through co-creative Virtual Learning Communities. Thinking Skills and creativity. 24, 12-19.
Gensler S., Volckner F., Liu-Thampkins., Y.E Wiertz, C.(2013). Managing Brands in The Social Media Environment. Journal of Interactive Marketing. 27(4), 242-256.
Harbibi M., Laroche M., Richard M. (2014). The Role of Brand Community and Community Engagement in Building Brand Trust on Social Media. Computors in Human Behavior. 37, 152-161.
Hsieh P., and Wei S. (2017). Relationship formation within online brand communities: Bridging the Virtual and the real. Asia Pacific Management Review. 22, 2-9.
Hollebeek L., Juric B.,Tang W. (2017). Virtual brand community engagement practices : A Refined Typology and Model. Journal of Service Marketing. 31(3), 204-217.
Hannu S. Kannan, H. Hunn K. (2013). Value Co-Creation: Theoretical approaches and practical implications. European Business Review. 25(1), 6-19.
Johansson J. K. & Carlson K.(2015)Contemporary Brand Management. SAGE. United States.of America. pp30-34.
Jahn B. & Kunz, W. (2012). How to transform consumers into fans of Your Brand. Journal of Service Management. 23(3), 344-361.
Kim J. & Lee K. (2017). Influence of Integration on Interactivity in Social Media Luxury Brand Communities. Journal of Business Research.
Keller K. L. (1993). Conceptualizing Measuring and Managing Customer-Based Brand Equity. Journal of Marketing. 57, 1-22.
Keller K. L. (2001). “ Building customer-based brand equity: a blueprint for creating strong brand ” Marketing science institute .
Keller K.L. (2008). Strategic Branding Management : Building Measuring and Managing Brand Equity(3rd) Upper Saddle River, New Jersey : Prentice Hall.
Keller K.L. (2009). Building Strong Brand in Modern Marketing Communication Environment.
Keller K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity. Global Edition Pearson Education, Inc. pp106-138.
Koh J. & Kim K. (2008). The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. International Journal of Electronic Commerce, 1-30.
Kotler Philip ; Keller Kevin Lane. (2012). Marketing management.14th. Pearson Education, Inc. United States of America.
Kotler Philip; Keller Kevin Lane; Koshy A., Jha M. (2009). Marketing Management: A south Asian Perspective.
Kotler Philip ,Kartajaya Hermawan and setiawanIwan. (2017). Marketing 4.0 : Moving from Traditional To Digital. John Wiley & Sons.Inc.pp5-15.
Kozinets R.V.(1999) E-Tribalized marketing: The Strategic Implications of Virtual Communication of Consumption. Europe an Management Journal. 17(3), 252-264.
Kozinets R. V. (2002) The Field Behind The Screen : Using netnography for Marketing Research in Online Communities.Journal of Marketing Research, 1(39), 61-72.
Kumar V., Petersen J.E Leone P. (2010). Driving Profitability by Encouraging Customer Referrals : Who When and How. Journal of Marketing. 74(5), 1-17.
Maurya Upendra Kumar(2012)” What is a brand? A Perspective on Brand Meaning”. European Journal of Business and Management. 4(3).
Montgomery J. & Liberman M. (2005). A Compendium of Brand Measurement . World Advertising Research Centre, 464, 45-47.
Muniz A. & Oguinn, T. (2001). Brand Community. Journal of consumer Research. 27(4), 412-432.
Muniz, Albert M., & Schau, Hope Jensen. (2005). Religiosity in the abandoned AppleNewton brand community. Journal of Consumer Research. 31(4). 737–747.
Panzarasa, P. Opsahl,T. Carley, K. (2009). Pattern and dynamics of users beavior andinteraction. Journal Am. Soc. Inf.Sci. Technology. 60(5), 911-932.
Ramaswamy V. &Ozcan K. (2018). What is co-creation? An interactional creation framework and its implication for value creation. Journal of Business Research. 84, 196-205.
Rheingold H. (1993). The Virtual Community: Homesteading on the Electronic Frontier MIT Press.
Sim J.M. (2018). Communities of Practice: Telemedicine and Online medical Communities Technoligical Forsting & Social Change. Technological Forecasting and Social Change. 126, 53-63
Rosenthai B. & Brito E. ( 2017). How Virtual Brand Community traces may increase fan engagement in brand pages. Business Horizons. 60(3), 375-384.
Shimp, T.A. (1999). Advertising and Promotion: Supplemental aspect of integrated marketing Communication. (5th ed.) Orlando: Dryden Press.
Silva L. Goel, L., Mousavavidin, E. (2008). Exploring the dynamics of blog communities. Information System Journal. (19), 55-81.
Sims J. (2018). Communities of Practice: Telemedicine and Online Medical Communities. Technological Forecasting and Social Change. 126. 53-63.
Stanovevska – Slabeva, K. (2002). Toward a community-oriented design of internet platforms. IntJournal Electronic. Commerce, 6(3), 71-95.
Tajfel H. & Turner.,J.C. (1986). The Social Identity theory of Intergroup behavior. Psychology of Intergroup Relation. Nelsen Hall. 7-24.
Tajvidi, M. Wang Y., Hajli N., Love P. (2017). Brand Value Co-creation in Social Commerce : The role of Interactivity, Social Support and Relationship, and Relationship Quality. Computers in Human Behavior. pp.1-8.
Thompson, S. & Sinha R. (2008) Brand Communities and New Product Adoption:The Influence and Limits of Oppositional Loyalty. Journal of Marketing. 72, 65-80.
Wood, L. (2000). Brands and brand equity: definition and management. Management Decision. 38, 662 – 669.
ดาวน์โหลด
เผยแพร่แล้ว
16.10.2018
รูปแบบการอ้างอิง
พิริยะกุล ร., & จาตุรงคกุล ด. (2018). การใช้พลังจากสังคมเสมือนในการสร้างคุณค่าตราสินค้า. วารสารวิชาการ มหาวิทยาลัยราชภัฏพระนคร, 9(2), 363–378. สืบค้น จาก https://so01.tci-thaijo.org/index.php/AJPU/article/view/145250
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ประเภทบทความ
บทความวิชาการ (Article)
สัญญาอนุญาต
"บทความวิชาการในวารสารฉบับนี้ ถือเป็นความรับผิดชอบของผู้เขียนเท่านั้น"
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