The Research On Tlhe Relationship Between Virtual Brand Community And Customer Brand Equity

With the rapid development of network consumption,the virtual brand community has gradually formed,and the traditional brand community has gradually developed to the virtual brand community.Virtual brand community can effectively reduce the threshold of consumer participation,but also expand the number of internal members.At present,virtual consumption is developing rapidly,and also meets the needs of virtual consumption and consumer groups,catering to the voice of many brand followers,virtual brand community and the corresponding consumer has formed a more and more close relationship,so the study of the influence relationship between virtual brand community and the corresponding consumer has become the current research trend.Keller's brand value theory is the basis for many scholars to study the customer brand equity.too much attention has been paid to the factors that affect the consumer's consumption behavior and subsequent purchase behavior.among them,the inconsistency of expectations has become an important factor that affects the consumer's consumption activities.Thispaper studies the relationship between virtual brand community and customer brand equity,and establishes a structural model of virtual brand community and customer brand equity,so as to improve the effectiveness of virtual brand community management activities.In view of the impact of inconsistent expectations on consumer behavior,this paper sets it as a regulatory variable.In this paper,through consulting and studying the virtual brand community,the theory of expectation inconsistency,customer brand equity and other related literature,put forward the regulation model of expectation inconsistency on the relationship between virtual brand community and customer brand equity,and on this basis,put forward the relevant research assumptions.The paper defines and divides the relevant dimensions of the variables in the hypothesis,establishes the measurement items,designs the questionnaire,distributes and collects the questionnaire data,and uses SPSS statistical software to analyze the reliability and validity,correlation analysis and regression analysis of the questionnaire data,and finally obtains the mutual influence relationship between the expectation inconsistency,virtual brand community and customer brand equity.The research features and innovations of this paper are mainly reflected in the following aspects:in the model construction,the four dimensions of information value,social value,entertainment value and value of the image of virtual brand community are selected as independent variables,the three dimensions of customer brand equity brand cognition,willingness to pay premium and brand loyalty are taken as dependent variables,and the adjustment variable of inconsistent expectations is added to study its adjustment effect on the four dimensions of independent variables and the three dimensions of dependent variables.