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A Study on The Influence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment

페이스북 브랜드 팬 페이지 사용자들의 융합된 편익이 브랜드 애착과 브랜드 몰입에 미치는 영향 연구

  • Tag, Dong-Il (Dept. of Advertising & Public Relations, Namseoul Univ.)
  • 탁동일 (남서울대학교 광고홍보학과)
  • Received : 2015.08.12
  • Accepted : 2015.10.20
  • Published : 2015.10.31

Abstract

This study is the convenience Facebook brand fan page users who seek functional, emotional, divided into three levels of symbolic benefits to the brand benefit was to examine whether structurally affect to brand attachment and brand commitment. Results and emotional benefits are found to affect the brand attachment relative to the functional convenience. In addition, the symbolic benefits were to affect brand attachment compared with the functional convenience. But the emotional benefits and symbolic benefits was shown to affect different brand without attachment, brand attachment points have been identified that affect the antecedents of brand engagement.

Keywords

Facebook;Brand Fan Page;Benefit;Brand Attachment;Brand Commitment

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