The Empirical Research On Formation Mechanism Of Brand Community Loyalty

In recent years, brand community has become an important tool, consistently used by companies who wish to build a brand image and raise customer loyalty. It has also drawn wide attention from business managers and scholars. With the competition in the market becoming more intense, how to cultivate superior brand and raise customer loyalty by brand community are the problems crying out for solutions. Therefore, exploring the mechanism of brand community has become an important topic in the academic circle. Based on relevant research results, this paper builds a research model of the mechanism of brand community, which is "brand community perceptive value brand community trust-brand community participation-brand community loyalty". We take the 296 customers from SUNHOPE Health Salon for research object and use in-depth interviews and questionnaire survey to collect first-hand data. SPSS17.0 statistical software is used to analyze the data and examine the model, so as to provide certain help for the cultivation of superior brand and customer loyalty.The main conclusions are as follows:1. The path of the brand community mechanism is brand community perceptive value - brand community trust-brand community participation-brand community loyalty.Brand community perceptive value can be divided into three dimensions: financial value, information value, and social value. Brand community trust can be divided into two dimensions, brand trust and interpersonal trust. Brand community participation can be divided into two dimensions, general level of participation and contributory participation. Brand community loyalty can be divided into two dimensions, brand loyalty and community loyalty. Besides the correlation between perceptive finacial value and interpersonal trust, average participation and brand community loyalty, the relations of the mechanism path have been verified.2. The effect of perceptive financial and information value on general level of participation is partially mediated by brand trust; the effect of perceptive information value and social value on contributory participation is partially mediated by interpersonal trust.3. Community perceptive financial value and information value have significant positive effect on brand loyalty, and the effect is partially mediated by contributory participation. Community perceptive information value and social value have significan positive effect on community loyalty, and the effect of social value on community loyalty is partially mediated by contrubutory participation.4. The positive effect of community perceptive information value and social value on interpersonal trust is strengthened by customer trust.Finally, on the basis of the above main conclusion, this paper puts forward some suggestions to brand management.