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An Study on the Influence Mechanism from Brand Community Acticity to Community Loyalty

Author: ShuJianHua
Tutor: ZhuMingWei
School: Zhejiang Technology and Business University
Course: Business management
Keywords: Brand Community Brand community activities Perceived Value Community loyalty Mechanism
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 307
Quote: 1
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Abstract

In the era of rapidly changing market environment, the brand is becoming increasingly fierce competition, already become an important issue is how to expand and retain customer loyalty. 2001, American scholar Muniz andO'Guinn brand community concept for enterprises to expand and retain customer loyalty that a new way of marketing, and that is to create a brand community. Brand community, community members, and between members and brand will interact and influence each other to form a strong emotional link, and will eventually produce loyal community, even by endorsement role to attract other members to join Community. The interaction between community members, brands, and other members of the most important ways is a wide variety of community activities. And the role of community activities in which brand community management is how to be reflected its on the community loyalty final effect how?, Drawing on the theory of perceived value on the basis of previous research study of brand community activities through build a brand community activities perceived value of the starting variables, community relations which the identity, trust, commitment to community loyalty as mediating variables for the final variable model, in order to explore the brand community activities of the Community loyalty to the impact of the mechanism. And eventually through an empirical analysis of bank wealth (financial / VIP) club example of the modern financial services industry. Through the study found: the perceived value of community activities loyalty has a direct positive impact on the community, at the same time members of the community the higher the perceived value of the brand community activities, the higher will be the community's sense of identity and a sense of trust, generate community The greater the commitment, community relations and eventually these mediating variables produce indirect positive impact on the community. The study found that brand community activities of community loyalty mechanism perception of the value of community loyalty direct and indirect role through community relations mediator variable composed mainly composed of community activities. In addition, also found that community identity among community relations community trust and community commitment has a positive impact on the community trust and commitment to the community has a positive impact. Finally, the combination of brand community practice, brand community operators in the use of community marketing value and the future development of the community related recommendations. This article expect more research can be helpful for our corporate brand marketing. So that enterprises in the new marketing environment, better use of community brand marketing, and ultimately to gain competitive advantage.

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