An Study On The Influence Mechanism From Brand Community Acticity To Community Loyalty

Under the fast-changing market environment and increasingly brand competitive age,the problem of how to expand and retain customer loyalty becomes an important topic today. Muniz and O'Guinn who put forward the concept of brand community in 2001 help companies recognize a new maketing method,that is developing brand community.In the brand community,not only between members and brands but also between members where it can form a strong emotional link and brings about brand loyalty by interaction,what's more,it can also help to attract other members to join Community by the effect of endorsement.The main channel of forming interaction among community members,brands and other members is various community activities.how community activity reflects its role in brand community business? How about its effct to community loyalty? On the basis of previous research, this article uses the Perceived Value Theory for reference to make research of brand community activities.In this article,I'll discuss the impact of brand community activities to community loyalty by three variables and finally analyze it by examples of banks' financial clubs.In this article, perceived value of brand community activity is considered as initial variable and community loyalty as final viriable while recognition, trust and commitment are as intermediate variable.After the research,I find that the perceived value of community activity has a direct positive impact on community loyalty.On the other hand,the higher their perceived value is,the bigger the promise would be made.In other words, the impact of community loyalty caused by brand community activities mainly has two factors.One is the direct effect by perceived value,the other is the indirect effect caused by the intermediate variable.Besides,it also seems that community identity has an positive impact to both community trust and community promise while community trust has an positive impact to community promise.With the purpose of helping some companies to make good use of brand marketing under the new environment,I make some advice for brand community managers,especially in the aspect of making use of communities' maketing value and the communities' development in the future. This article will look forward to take help for our corporate brand marketing.