The Effects Of Customer Value Demand, Community Integration On Brand Loyalty In Brand Communities, Illustrated By The Example Of Motorists’ Clubs

The center of the company’s marketing activities has always been to cultivate,maintain and improve the brand loyalty of customers. Brand communities are producedunder the background of “traditional marketing model” change into “relationshipmarketing model”, which is the important practical platform of building brand andwinning customer loyalty. Compared with a great of the disadvantages of traditionalmarketing strategy in some loyalty program, brand communities have a prominentposition in the research field. As such, how to play a role will become the key elementto research brand communities.Previous domestic and foreign researches have shown that brand communities area popular research topic in the business literature. The research stage containsonly“what it is”，but there is a little research about why and how with this topic.According to the states mentioned above, the researches about brand communities focuson any systemic problems, including the problem of customer value in brandcommunities, which are the main factors that affect the integration of brandcommunities and how will brand community integration due to brand loyalty. Therefore,this study, choosing the members of motorist club as the research object, explores indetail the effects of customer value demand on the brand loyalty of members ofcommunities, testing the intermediary role of brand community integration. Based onthe effect of customer value, a brand loyalty model was constructed.The research mainly adopts the literature study method, questionnaire method, andempirical study method. Firstly, by literature research, a hypothesized model of therelationships of a motorist club is proposed. Secondly, based on the theoretical modelsand the related issues, there are pre-test questionnaire survey and large-scalequestionnaire survey after modifying the results of pre-test. Finally, this study deals withthe data collected by factor analysis, ANOVA tests, correlation and multivariateregression analysis to verify theoretical models and hypotheses. For further testing thecorrectness of our model, also use the structural equation model in this study. The mainconclusions are as follows:（1）In the process of implementing brand loyalty, customervalue demand has significant and positive effects on brand loyalty and communityintegration in motorists’club. Functional value, psychological value, hedonic value andmonetary value have a positive significant effect on brand loyalty and communityidentity in the members of motorists’club. Functional value, social value, hedonic value and monetary value have a positive significant effect on the level of communityparticipation（.2）In the process of implementing brand loyalty, the feeling of communityintegration has significant and positive effects on brand loyalty in the members ofmotorists’club. Community identity and community participation also have a positivesignificant effect on brand loyalty. The feeling of community integration also has theintermediary role between customer value demand and brand loyalty.（3）Controlvariables, which include purchase cost of cars and the using time of cars, have someeffects on the realization of brand loyalty. A customer with higher cost and a longerusing them will show a stronger brand loyalty than the one with lower cost and lessusing them.On the basis of the research conclusion above, the study puts forward somesuggestions for some enterprises. Enterprises should pay more attention to theconsumer’s changing in demand, which towards products, brands or services.Enterprises should do well in the contact point management between front-lineemployees and customers. It’s necessary to try their best to promote the degree ofcustomer integration and establish an emotional link between customers and brands tomotivate consumers’ emotional experience of brands. In order to better construct brandcommunities, automotive companies should fully realize the important role of brandcommunities. Automotive companies should enrich the brand connotation and cultivatethe consciousness of community identity. By operating the communities of loyalcustomer, promoting the feeling of community integration and establishing an emotionallink between members and brand, companies are more likely to cultivate and realizebrand loyalty.In this paper, the innovation includes:(1) Based on the perspective of customervalue theory, the influenced mechanism model of brand loyalty was put forward, whichreveals the primary driving factor in the realizing process of brand loyalty.(2) Verify theintermediary role of community integration, by using the static and dynamic indexmeasurement index, this paper uncovers the invigorating effect of communityintegration comprehensively.(3) Choosing community members as the research object,this paper demonstrates the result of community members achieving brand loyalty moreeasily than individual consumers. And got a new way to cultivate brand loyalty.