本研究主要目的是在企業如何經營一個品牌社群，來創造出更多消費者對企業的認同，進而提升公司銷售數字，為企業形成一個無形的進入障礙。本研究以 McAlexander, Schouten & Koenig(2002) 顧客為中心(Customer-centric)的品牌社群觀念為基礎，加上Algesheimer, Dholakia & Herrmann (2005)利用品牌社群認同與參與的概念，從顧客的角度出發，探討品牌關係品質、品牌權益及顧客價值和品牌認同之關係，來發展本研究架構。
Two websites , Wretch in Taiwan and YouTube in US, are the best examples of that company creates brand value by free content. Through Wretch or YouTube, it is a positive information recycle that website users easily become communities because of free content and then communities further create more free content to attract more website users. So far, there are a lot of brand communities on the website in Taiwan. Brand communities present their support about concerning brand by kinds of media. So, enterprises shall assist brand communities to acquire more wonderful brand experiences, and extend their brand values to become the top one in the world.
This research is to study enterprises how to create more and more enterprise identification by managing a brand community. Furthermore, enterprises increase their sales and brand value. This research is based on customer-centric conception of brand community (McAlexander, Schouten & Koenig, 2002), and brand community identification and Engagement (Algesheimer, Dholakia & Herrmann, 2005). By customers'' point, we study the relationship of brand relationship quality, brand equity, customer value, and brand identity.
According to the hypothesis of this research, we adopt the case study on FrostyPlace, brand community of Apple Co., by questionnaire. The summary of the study result is as following,
1.Brand relationship quality of apple community are more important and emotional with community members, Brand equity of apple community are more impress and particular with community members.
2. Internet interpersonal relationship via discussion and communication on internet communities lets website users produce identification and participation on brand community.
3. Brand repurchase intentions are increased with managing brand communities via internet interpersonal relationship and brand identification.
Brand fans are gathered by internet such as Wretch in Taiwan and YouTube in US. Internet interpersonal relationship extends to real interpersonal relationship due to managing brand community. Through the participation of brand community continually, it will increase the will of brand repurchase intentions. In other words, it is the best marketing strategy to establish positive relationship with customers by managing brand community.