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An Empirical Study on the Relationship between Brand Loyalty and Brand Community Focusing on WanKe Group

Author: ZhangJinZhu
Tutor: CuiShengBo
School: Northeastern University
Course: Business Administration
Keywords: Brand community Brand Loyalty Vanke brand community
CLC: F293.3
Type: Master's thesis
Year: 2009
Downloads: 226
Quote: 0
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Abstract


The formation of a buyer's market in real estate industry, the consumers are mature and rational continuously improve the level of demand for housing, housing design, quality and service they have put forward higher requirements. So, whether it is real estate development companies or consumers, the establishment and development of real estate brand has become the top priority in the development of today's real estate industry. Both institutional norms or corporate reputation, whether products or services, Vanke has a good reputation in the industry and the minds of consumers. But at the same time the threat faced by Vanke also increasing, especially the real estate business at home and abroad to join more intense competition in the real estate industry, it is bound Vanke brand will become the first brand of the Chinese real estate market, the task has become more urgent and arduous. How to achieve the brand more powerful is the primary task of Vanke Real Estate. In addition, real estate, commodities is a complex product, its quality depends on the level of the consumer experience in actual use, this consumer buyers seem duties cautious Once the decision is wrong and will bring its own huge losses. An important method to solve this problem is to build a brand community, to provide a platform for consumers to communicate with each other, to understand their psychological and behavioral intention. Of this study was to investigate and research the participation of members of Vanke brand communities motive brand community participation, as well as community involvement on brand loyalty, the ultimate goal is to help Vanke Group to develop the brand management strategy as the core brand community. The main conclusions are as follows: (1) information motivation, social contact, motivation, social reinforcement motives, as well as entertaining motivation can significantly affect the join million passengers will the time, especially the impact of social ties motivation. (2) instrumental motivation is weakened with the increase of the join the community time, also members of the community with the added the community time the increase in the community as a means to obtain the solution of purpose diminishing, has continued to increase in several other areas become participants and contributors from the interests of the winner. (3) information motivation, instrumental motivation, social contact motivation, social reinforcement motives and entertaining motivation can significantly impact has real estate Vanke's time, especially the impact of social ties motivation. (4) as the members have Vanke real estate time of growth, the motivation of members to participate in informational, instrumental downward trend, but in social contact, social reinforcement tended to increase participation motivation and entertainment. (5) The time and added a million passengers will have the time of Vanke Real Estate brand loyalty significant impact, which join the million passengers will the highest degree of brand loyalty. (6) in managing brand communities, should pay attention to and development of brand communities and build community platform to promote the coordinated development of the five participating motivation \prominent role and culture of the community in the core consumer brand community dynamic capabilities.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy
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