This study proposes to establish the on-line brand communities as a method to induce the brand loyalty of consumers under on-line environment. Successful marketing of company using on-line brand communities was selected as showing the community leadership, creating and expanding the contents and bring-up the proactive community members.
I surveyed using the structured questionnaires from university students and young salary-men that are familiar with on-line environments and supposed to have on-line brand communities, and verified the study model using regression analysis with the commitment on community as a dependent variable and the company’s community marketing activities as independent variables. As a result of this study, three marketing activities have positive effects on the commitment on community significantly. The results of this study show that the regression model including the commitment on community to independent variable was increased the power of explanations as a leading variable to loyalty substantially beside the brand value perceived by consumers.
Companies should implement the on-line brand community marketing activities which are accorded the consumer’s expectations in order to educe more commitment on community from consumers.
