Based On Customer Perceived Relationship Of Brand Communities And Brand Equity Research

As marketing economy are thriving remarkably recently, the competition among companies becomes more and more intense while brand community are universally used as the new marketing strategy. Although, to some extent, brand community and brand equity are totally different in definition, they intersect at brand loyalty. From my paper, it analyzes the relationship between brand community and brand equity based on the point view of consumers. The attitude of the consumers to the brand decides the brand's fate. Therefore, it is reasonable to give the frame of this thesis. According to the research model, we study the relationship between brand community and brand equity by measuring a series of relationships: the cognitive, affective and conative relationship between consumers and the brand, as well as the cognitive, affective and conative relationship between consumers and consumers, impact on the dimension of the brand equity. Based on psychological theories and domestic and foreign research, this thesis raised up seventeen hypothesis. Considering the availability and representatives, the thesis takes Yiyuan-Wine- Chateau as a typical example, and according to the domestic and foreign research, combined with the actual situation of Yiyuan-Wine-Chateau, the paper designs the scale of empirical research. In reference of scientific sample, the thesis does research in cities of Fuzhou, Xiamen, Longyan, and Quanzhou. By the analyzing tool of SPSS17.0 and LISREL8.7, the paper makes reliability and effectiveness measurement, average compare analysis, furthermore, confirmatory factor analysis and constructive model analysis. The conclusions are as follows:(1)Brand equality dimension has a positive relationship with brand equity itself. The loyalty influence the brand most, while the perceived quality is the next, the brand association is the last factor.(2)There is layer relation among the measurement factors of brand equity. As the measurement of brand equity, the perceived quality and brand association do not only influence its equity directly, but also influence it by the loyalty.(3)The path's effect strength of the brand community on the brand equity are as follows: Consumer---brand's cognitive relationship has an obvious impact on its perceived quality. Consumer---brand's affective relationship has not obvious impact on its perceived quality. Consumer---brand's conative relationship has an obvious impact on its perceived quality. Consumer---brand's cognitive relationship has an obvious impact on its brand association. Consumer---brand's affective relationship has an obvious impact on its brand association. Consumer---brand's conative relationship has an obvious impact on its brand association. Consumer---consumer's cognitive relationship has not obvious impact on its perceived quality. Consumer---consumer's affective relationship has an obvious impact on its perceived quality. Consumer---consumer's conative relationship has an obvious impact on its perceived quality. Consumer---consumer's cognitive relationship has an obvious impact on its brand association. Consumer---consumer's affective relationship has an obvious impact on its brand association. Consumer---consumer's conative relationship has an obvious impact on its brand association.Lastly, the thesis gives suggestion in how to promote the brand equity by building brand community after the much discussion of empirical conclusions.