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

As people’s living standard is improved, consumers’ purchasing power growsgradually, making market competition increasingly fierce and some markets transformedinto buyer market. And brand community is one of the effective methods to deal withfierce competition, and facts have proved that the building brand community enables theenterprises to build brand and gain loyal customers. However, brand community is a stillnew concept and it is urgent for domestic companies to know how to build a brandcommunity.With the deepening of theoretical research, the relationship between brandcommunity and brand loyalty obtained consistency. However, the research is still in staticanalysis stage and could not guide the enterprises at the moment. In view of this, takingthe beauty industry as an example, this paper aimed to provide theoretical reference tothe companies that want to establish their own brand community.This paper includes two main parts, introduction and body:In Introduction, the author introduces the background, implications, methods,objectives and content and structure arrangements of the research.In Body, the author reviewed the lecture, designed the research, analyzed the dataand then reached the conclusion.And finally, the paper got following main conclusions:First, the consciousness of kind, moral responsibility and community ritual have apositive influence on brand loyalty.Second, as a manipulated variable, product usage time does not have an obviousimpact on the formation of community ritual and moral responsibility, but it doesinfluence the formation of consciousness of kind of the community members.Finally, as a manipulated variable, product price does not exert a significant impacton the formation of consciousness of kind, community ritual and moral responsibility...