Research On The Influence Of Virtual Brand Community Experience On Obrand Attachment

The rapid development of Internet technology is constantly breaking brand marketing methods,from online marketing to offline marketing,from quality marketing to emotional marketing,from purchase marketing to experience marketing,and now marketing methods are gradually integrated into a whole.The arrival of 5G era is bound to bring about great changes in brand marketing,and brands will also face more challenges and competition.As a product of network technology,virtual brand community has begun to play an important role in the marketing methods of major brands,which can be said to be a "battlefield" for offline brand competition.Companies are starting to build their own virtual brand communities to keep in touch with consumers and expand their brand influence.In addition,with the advent of "experiential economy",users are eager for a more perfect brand experience.In this context,the stronger the virtual brand community gives users a sense of relevant experience,the more satisfied they will be in terms of cognition and emotion,the higher the degree of consumer involvement and the greater the sense of trust.Over time,this leads to a greater emotional attachment to the brand.Compared with the brand,this kind of emotional attachment will reduce the loss of users,which is undoubtedly an invisible brand equity,and has great significance for the brand to win the offline "battlefield".Taking virtual brand community as the research object,this paper divides virtual brand community experience into three dimensions: information experience,entertainment experience and interactive experience,and takes consumer involvement and brand trust as the chain intermediary to deeply discuss the influence of virtual brand community experience on brand attachment and the mechanism of their effects.After theoretical and empirical tests,this paper draws the following conclusions:there is a positive correlation between virtual brand community experience and brand attachment;The three dimensions of virtual brand community experience also positively affect consumer involvement and brand trust.Consumer involvement playsa part of mediating role in virtual brand community experience and brand attachment;Brand trust plays an intermediary role in virtual brand community experience and brand attachment.Consumer involvement and brand trust play a part of chain mediating role between virtual brand community experience and brand attachment.