The Research On The Influence Of Brand Community Integration On Brand Loyalty

With China’s sustained, healthy and rapid development, the product graduallyrich, consumer purchasing power is gradually increased, demand presents travelalienation of most commodities market transition from a seller’s to a buyer’s market.In this context, the strong brand enterprises based on market competitiveness. Practicehas proved that the brand community corporate branding, and thus win customerloyalty platform. However, the late start of our brand community, enterprises have yetto form a clear and accurate understanding of how to build a brand community, whichled to some corporate brand community building, increase brand loyalty of consumershas played a positive role, and the othersome enterprises in a quiet state. This issue inthe cosmetics industry in China was particularly conspicuous.In theoretical research, brand community is mainly concentrated in the researchphase "brand community", will enter next brand community how to do the researchstage, that the performance of the customer into the brand communityenterprisecustomers value will have any effect and what factors will affect the brand communityinto will surely build a brand community to play an active role in guiding. To this end,the study as an entry point to the brand community, to explore how to influence brandloyalty, brand community into degrees innovative and practical operability.Empirical study of the cosmetics brand community research, a total of300questionnaires were distributed, the use of statistical analysis software to test theproposed model and underlying assumptions, basic validation of the idea of this study,the main conclusions are as follows:(1)Integrate into the degree of brand loyalty, brand communities, brandcommunity literature-based brand community into degrees as an entry point toestablish the analytical framework of this article. And literature on the basis of thedegree of integration into the brand community as the starting point, the degree ofintegration-brand loyalty analysis framework.(2)Different brand community to participate in time, members of the age willlead to a different brand community into degrees. The longer the time to participate in the brand community integration into the degree of brand community; older members,the Brand Community integrate into degrees lower.(3) Brand community has significant positive influence on brand loyalty. Brandcommunity into the community spirit and the class consciousness of two dimensionsof brand loyalty, brand intention reverse brand loyalty, brand loyalty has a significantpositive impact; Community spirit of loyalty to intention have significant negativeeffects.