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

Xiao-chuan Wang ()
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Xiao-chuan Wang: Huazhong University of Science and Technology

Chapter Chapter 169 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1597-1606 from Springer

Abstract: Abstract 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.

Keywords: Brand identification; Cluster analysis; Community identification; Innovative roles; Online brand community; Typology (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38427-1_169

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DOI: 10.1007/978-3-642-38427-1_169

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