The Research Of The Effect On The Brand Community To Consumers’ Brand Loyalty

In the new century,the concept of brand community has been raised by more and more enterprises,and has become a new field of marketing research.In practice,building brand communities has become an important way to establish connections between enterprises and consumers,enhance brand value and achieve brand loyalty.In recent more than 10 years,in the research field,the research on brand community mainly focuses on its essential characteristics and its influence on consumers.At the same time,enterprises have begun to try to create and transfer brand image through brand community,which provides more empirical research opportunities for the research of brand community.This paper studies the impact of Nike+ Run Club running community experience on consumer brand loyalty.It uses literature,questionnaire and mathematical statistics to sort out the concepts of brand community experience and loyalty,and summarizes the brand community experience and consumer brand loyalty at home and abroad.On the basis of the relationship research,the brand community experience is chosen as the relational model of the independent variable,the brand community relationship as the intermediary variable and the brand loyalty as the dependent variable,and chooses the measurement dimensions suitable for the various variables of the research.Brand community experience is divided into five dimensions: sensory experience,information experience,entertainment experience and relationship experience.Brand community relationships are divided into three dimensions: brand community trust,brand community attachment and brand community commitment,and brand loyalty is divided into four dimensions: word of mouth communication,repurchase intention,price premium and complaint transfer.Using the scale design of the previous research to improve the language,this research questionnaire is formed and the consumer survey of NRC in Shanghai,Shanghai is investigated.The following main conclusions are obtained by the empirical analysis.Brand community experience has a significant positive impact on brand loyalty.Intermediary variables,brand community relations play a partial mediating role in the significant positive relationship between brand community experience and brand loyalty.Brand community trust has no mediating effect on brand community experience and customer brand loyalty in the three dimensions of brand community relationship.Brand community attachment has a positive impact on brand community experience and customer brand loyalty,but the intermediary role is small;brand community supports plays a partial mediating role in brand community experience and brand loyalty,and mediating effect is greater than brand community attachment.After introducing intermediary variables,the positive relationship between brand community experience and brand loyalty is still significant.At the same time,in this study,according to the conclusions of the research,it puts forward relevant marketing suggestions for brand marketers,and puts forward marketing suggestions for the development of the NRC community to Nike brand marketers.This paper has some limitations because of the limitation of time and place,which mainly embodies in a few aspects,such as the selection of samples is relatively simple,the number of samples is less,and the selection of variables is not diversified.In future research,we should choose different brand communities for empirical research in the case study of brand community.When the time and space conditions permit,we should expand the number of samples and the source of samples,so as to get more universal research results.On the basis of existing research,we summarize and expand the research methods and research tools.Through the study of the essence of different kinds of brand community in the future,we will find an effective way to improve the maintenance of community construction,so that all kinds of enterprises can make better use of brand community in the increasingly competitive environment to improve the brand loyalty and competitiveness of the enterprises.