品牌社群认同对品牌忠诚的影响研究

The Research on the Influence of Brand Community Identity for Brand Loyalty

从品牌社群认同切入,以新奇军作为研究对象,构建社群认同影响品牌忠诚的概念模型。实证研究表明,不同层次的社群认同对品牌认同和社群承诺的影响存在差异,并验证了社群认同如何通过品牌认同和社群承诺作用于品牌忠诚的具体路径。

This dissertation studies community identity of consumers through referring to related literature and expert interviews.Based on the mychery,a conceptual model that community identity affects brand loyalty was built in the article.Moreover,empirical studies have further shown that different levels of community identity impact on the consumer＇s brand identity and community commitment differently,and this essay also verifies the pathway on how community identity affects brand loyalty through brand identity and community commitment.