An Empirical Study On Brand Community-Driven Factors’ Impact On Brand Loyalty

As a hot issue in the field of brand relationships, brand community has been widespread concern from enterprises and academia. Brand community is a community which consists of brand enthusiasts, to provide consumers with a platform to share brand information and experience, and has a very important role in the development of enterprises. As the core of the brand building, brand loyalty is an important indicator to measure brand assets of an enterprise. It is beneficial to long-term and stable development of enterprises. Based on the former relevant researches, the research discusses the driven of brand community’s impact on brand loyalty. So the enterprises can be targeted to design community activities to enhance the brand loyalty of the community’s member.Currently, the related research of brand community focuses on the definition,the characters and the role of brand community characteristics,it also includes the relationship of brand community and brand loyalty. In the study on the relationships of brand community-driven factors and brand loyalty,scholars from different angles confirmed that brand community-driven factors will attract more consumers to join the community and further enhance these consumers’ brand loyalty. Based on these studies, the paper builds a model of brand community-driven factors’impact on brand loyalty.It chooses some mobile phone community members for the survey,then draws relevant conclusions through questionnaires, data analysis methods, structural equation modeling analysis methods.Based on empirical analysis, the results have shown as follows:In the brand community-driven factors, social value、information value、entertainment value and image value have a positive impact on consciousness of kind and moral responsibility in the brand community. Consciousness of kind and moral responsibility are beneficial to deepen the brand favorably of community members and make the members’ brand attitudes and purchasing behavior more active, thus contributing to the members’ brand loyalty.In the brand community-driven factors,social value have a stronger impact on consciousness of kind and moral responsibility,thus contributing to the members’ brand loyalty.