| Brand loyalty is the core of the brand value, and also the most important intangible asset of the company. High brand loyalty can help to achieve win-win for both customers and businesses, thus research on brand loyalty has always been a hot issue of entrepreneurs and scholars. With the rapid development of our economy and gradual improvement of people’s living standards, customers’demand has been more diverse and personalized, leading to a more fierce competition and complicated market structure. In this circumstance, how to win customer’s hearts and to increase their brand loyalty becomes the core competitiveness of enterprises.The emergence of virtual brand community provides a new opportunity of company’s development. Due to its advantage of low spread cost, high efficiency, and providing a new bridge between enterprise-consumers, brand-consumers, and other potential consumers, virtual brand community has become a significant place for companies to build up their advantage and cultivate religious followers of the brand. So how to make better use of this platform to upgrade marketing measures, to reshape customer relationships, and to manage brand asset is a question which deserves every entrepreneur to think about.Based on the thought above, this context starts with consumers’participation in the virtual brand community, and aims to analyze the mechanism of how members’ participation motivation and participation behaviors have impact on their brand loyalty. First, we clarify the relevant literatures, and make a detailed review of previous researches on virtual brand community, participation motivation, participation behaviors and brand loyalty. And then we propose the research assumptions and theoretical models, and conduct an empirical test through the questionnaire survey. Finally, we draw conclusions, put forward some marketing suggestions for entrepreneurs, ending with looking forward to the prospect of the future research directions. |
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