The Influence Of Brand Community Characteristics On Consumers’ Brand Sense Of Belonging

With the vigorous development of mobile terminals and Internet technology,consumers’ beautiful needs are increasing,and consumers are paying more and more attention to consumer experience and brand sense of belonging.However,the research found that compared with the local brand community,the brand community established by multinational brands faces greater challenges in the management of its members,and the brand community is the bridge between the brand side and consumers,so it is particularly important to explore the internal relationship between the multinational brand community and consumers.In the past discussion of brand community,the research on the classification of brand community is relatively rare,and the research on the relationship between brand community characteristics and consumer behavior is also relatively scarce.Therefore,based on the perspective of transnational brand community,this paper links the characteristics of brand community with the sense of belonging of consumers,and based on the SOR theory,introduces the intermediary variable community identity,regulates the involvement of variables,and constructs a research model.By sorting out the literature,sorting out the relationship between the variables and dividing the dimensions,the hypothesis verification is proposed.The data of the members of the multinational brand community are collected through the questionnaire star,and the statistical tools such as SPSS and Amos are used to analyze and verify the hypothesis.The research results are as follows: First,the characteristics of multinational brand community(common consciousness,standardization,openness,cultural recognition)have a positive impact on consumer brand sense of belonging.2、Community identity plays a mediating role in the influence of the common consciousness,standardization and cultural recognition of brand community characteristics on consumers’ sense of brand belonging.3 、 The degree of involvement plays a positive role in regulating the path of the impact of community identity on consumer brand ownership.The higher the degree of involvement,the stronger the positive impact of consumer community identity on brand ownership.This study explores consumer psychology and behavioral responses from a new perspective,organically combines brand community characteristics,community identity,brand belonging,and involvement,and establishes a research model.It enriches the study of various variables in theory and establishes the relationship between variables.In practical management,it is helpful for enterprises to further understand the internal connection mechanism between the brand community and consumers,and provide a theoretical basis for managers of multinational brand community to deeply understand consumer needs.At the same time,it will help multinational brands to improve their community management model,formulate targeted measures and regulations,and organize activities to improve the participation of members,thus improving the brand sense of belonging of consumers.