Brand Community Integration Affect Brand Loyalty

With the development of economy, the product supply increased, consumers be-come more mature and rational, their demand has been transformed from material to spirit. So Enterprises introducing brand to obtain Competitive advantage. In fact, building brand community has been considered to be an effective Way to gain con-sumer's brand loyalty. But, for domestic companies brand community is a fangle after all, many brand communities are lack of sense of community, and consumers are low involvement and interaction. So it's difficult to consumer to Commit to the brand community and brand.In the academics, At present, the research of brand community focus on "what" research mainly, and about "how" research should be paid close attention. This thesis anchor the "relationship"as the breakthrough point, reference to the Theory of Social Capital, and discuss the impaction on sense of brand community and brand loyalty.196 effective questionnaires came out after investigation of car brand commu-nity, and the analysis data result verified the construction of this paper. And conclu-sions are as follows:(1) The measuring dimension of brand community integration degree includes social interaction ties, trust and reciprocal, self-concept consistency.(2) Brand community integration have significant correlation with brand com-munity sense, except social interaction ties has no significant correlation with integra-tion and fulfillment of needs.(3) In the discussion of the relationship between brand community sense and brand loyalty, this paper found brand community sense had the greatest impact on Word-of-mouth, and the least impact on repurchase intensive.(4) The sense of brand community have a Mediation between brand community integration and brand loyalty.(5) The gender, age, education level, participate time of the members in brand community, scale and style of brand community have distinct differences in sense of brand community and brand community integration.