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

In: The 19th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Xiao-chuan Wang

    (Huazhong University of Science and Technology
    China University of Geosciences)

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.

Suggested Citation

  • Xiao-chuan Wang, 2013. "Innovative Roles of Brand Community Members: A Typology Based on Cluster Analysis," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 1597-1606, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-38427-1_169
    DOI: 10.1007/978-3-642-38427-1_169
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