Title Page
Contents
ABSTRACT 8
I. Introduction 11
II. Theoretical Framework and Hypotheses 18
2.1. Literature on Social Community 18
2.2. What Leads to Strong Identification with Fan Communities? 20
2.2.1. Effect of Attachment to Human Brand on Fan Community Identification 20
2.2.2. Moderating Effect of Human Brand-Fan Community Similarity and Need for Belongingness 22
2.3. How Can Fan Community Identification and Engagement Influence Members' Quality of Life and ultimately Human Brand Loyalty? 24
2.3.1. Effects of Fan Community Engagement on Collective Efficacy and In-group Preoccupation 25
2.3.2. Effects of Collective Efficacy and In-group Preoccupation on Social Well-being 28
2.3.3. Effects of Social Well-being on Loyalty for Fan Community and Human Brand 29
2.4. What is the Role of Perceived Hero in Quality of Life? 31
III. Method 34
3.1. Data Collection and Samples 34
3.2. Measures 35
3.3. Analysis Procedure and Initial Results 40
3.3.1. Analysis Procedure 40
3.3.2. Reliability and Validity 41
3.3.3. Testing Brand Community Model in a Human Brand Context 46
IV. Major Results 48
4.1. Study 1. What Leads to Strong Identification with Fan Communities? 48
4.1.1. Method 48
4.1.2. Results 49
4.2. Study 2. How Can Fan Community Identification and Engagement Influence Members' Quality of Life and ultimately Human Brand Loyalty? 51
4.2.1. Method 51
4.2.2. Results 51
4.3. Study 3. What is the Role of Perceived Hero in Quality of Life? 54
4.3.1. Method 54
4.3.2. Results 54
V. General Discussion 56
5.1. Summary and Conclusion 56
5.2. Theoretical Implications 57
5.3. Managerial Implications 59
5.4. Limitations and Further Research 60
References 62
초록 68
Table 1. Measurement Items for Major Constructs 37
Table 2. Results of Reliability and Validity Test 42
Table 3. Correlation, Mean, and Standard Deviation for Construct Measures 45
Table 4. Results of Testing Antecedents to Fan Community Identification 50
Table 5. Results of Testing Moderating Effect of Perceived Hero 55
Figure 1. Fan Community of Michael Jackson 12
Figure 2. Fan Community of Steve Jobs 15
Figure 3. Antecedents to Fan Community Identification 24
Figure 4. Comprehensive Fan Community Model 31
Figure 5. Moderating Role of Perceived Hero 33
Figure 6. Results of Confirming Brand Community in a Human Brand Context 47
Figure 7. Results of the Proposed Comprehensive Fan Community Model 53