An Study On The Influence Of Virtual Brand Community Value Perception On Brand Loyalty

With the popularity of the internet and smart phones, the ways consumers get information are more convenient and diverse than ever before, which also provide enterprises a variety of marketing channels to promote their products or services. The foundation of virtual brand community provides a better platform for enterprises and consumers to talk about brand products or services, which also provides a better way for the common preferences of consumers to communicate. So the foundation of brand community is an effective choice for the enterprise to cultivate consumer brand love. With the help of brand community, consumers can obtain timely information about the brand product and activities, a very wide range of communication and experience sharing, also can adjust the mood to develop a friendship, to enjoy the fun, even to gain respect and satisfaction. The study for aspects of the brand community is becoming deeply and mainly focuses on the impact of incentives and participative behavior on brand attitude, but for perceived value of membership in the process of taking part in the virtual brand community and its influence on brand love are relatively less, it is important to carry on the related research on perceived value, community identity, brand love and so on, to explore the relationship between the three, to provide useful proposal to consumers, brand enterprise, brand community operators, and then to realize the value of their needs.Brand love is a new concept in the field of marketing, which is based on a strong and unidirectional relationship like love exists in satisfaction consumers and brands. It mainly shows as the consumer’s positive cognition and attitude for brand. With the foundation of various virtual brand communities and the more understanding of consumers to brand products or service, consumers will prefer their favorite brand products or service, and repeat purchase is the basis of durable brand vitality.The main issue of this paper is how the perceived values of virtual brand community members impact on brand love and the mediation effect of community identity. In order to study the core issue of this article, first of all, I reviewed the relevant literature and classified the perceived value dimension in to five aspects. Secondly, I analyzed the five perceived value’s influence to community identity and brand love, introduced community identity as mediator variable to research the influence of perceived value on brand love. Finally, I established the research framework of "perceived value, community identity, brand love", reviewed the relationship between the three variable and built hypotheses. In this study, we use statistical software SPSS21.0 to analyze data. The results showed that the five dimensions of perceived value(financial value, social value, information value, image value and amusement value) had a positive impact to brand love. Community identity has a direct positive impact on brand love, and community identity has a partial mediating effect between virtual brand community perceived values and brand love.The study promotes the development of customer perceived value and brand love theory theoretically. In practice, it can provide useful rules to consumers, enterprise, brand community operators, to realize the value of their respective needs. Then, brand enterprise and community operators provide better community services, and thus win the consumer brand love, the long-term benefits for the enterprise.