ความรู้ ความภักดีและคุณค่าตราสินค้าของสมาชิกชุมชนออนไลน์ของตราสินค้าแอปเปิ้ล

Abstract

The objectives of this research were 1) to study Apple's brand associations that led to brand image, and engagement of Apple online community members. 2) to compare brand, equity, knowledge, awareness, image and loyalty. 3) to find the factors that affected Apple brand equity of members and non-members of Apple online community.

The study used 2 methods. The first part was qualitative research regarding the content analysis to study Apple brand associations and engagement of its online community members from Apple online community websites, www.macdd.com and www.freemac.net. The second part was the quantitative research to study brand equity, knowledge, awareness, image and loyalty from 400 respondents, which were divided into 2 groups of 200 respondents: the members and non-members of Apple online community.

The qualitative research revealed that Apple used brand associations to create brand image such as product and non-product related attributes. User imagery of modern and creative people and innovative organization images were featured along with the graphic quality in functional benefits, entertainment experience and symbolic benefits from the products. Also, the members of Apple online community had the sense of community and active engagement such as online interactions that showed relationship between the brand and customers. The quantitative research statistically showed that Apple online community members had more brand equity, knowledge, awareness, image and loyalty than the non-members. Lastly, brand image was the most influential factor to Apple brand equity.