基于小米公司案例的品牌社群认同形成机制的模型构建研究

The Mechanism Model of Brand Community Identification Formation:A Case Study of Xiaomi Company

通过具体企业案例,借助扎根理论分析一个品牌社群的成员感知和反应数据,从中归纳出品牌社群认同的4个维度(身份认知、社群情感、积极评价和用户行为),以及品牌社群认同的9个影响因素(产品评价、民族意识、社群领袖、社区氛围、品牌认同、消费体验、用户改变、销售服务和品牌传播),得到了品牌社群认同的形成机制模型。

An ever increasing number of marketers have realized how brand communities can have apositive impact on brand loyalty is important.However,few marketers have paid enough attention to customers＇ identification,which is the most important marker of the brand community.This paper shows the findings of a case study by adopting the grounded theory approach.By collecting and analyzing data that reflects how members of a brand community feel and react,four dimensions of brand community identification（including cognitive,affective,evaluative,and behavioral component）and nine influence factors（including product evaluation,patriotism,community leader,community atmosphere,brand identification,consumption experience,customer behavior change,consumption process,and brand communication）are obtained,and a model in regard to formation of brand community identification is proposed.Combining social identity theory and other researches about brand community,this study offers explanations for the findings mentioned above.