A Research On The Impact Of Virtual Brand Community Participation On Brand Equity

Brand equity can lead to differentiated reactions to marketing activities that consumer brand knowledge causes.When a brand owns positive consumer based brand equity(CBBE)?it can make consumers easier to accept extensions of it,and decrease negative impacts upon rising price or decreasing marketing payments,or make consumers easier to find it in a new channel.As the mobile internet and brand community develops extensively,virtual brand community was borm at the right moment,and brand equity has become much more important than before,however,there are little researches about the relationship between them.The paper constructs a research model about the relationship between virtual brand community and brand equity,and through investigating the motivations and behaviors of consumers who participate in the virtual brand community,and divides brand equity into perceived quality,brand imagination,and brand loyalty,it draws that participation motivation has positive impact on community identity,participation behavior has positive impact on community identity,community identity has positive impact on perceived quality,community identity has positive impact on brand imagination,perceived quality has positive impact on brand loyalty,and brand imagination has positive impact on brand loyalty.These findings hope to enlighten the marketers who manage the virtual brand community.Finally,according to the conclusions,the paper puts forward some constructive marketing suggestions.At first,building brand community culture and spreading the core values.Then,enriching forms and contents of brand community and increasing consumer participation.Next,building interacting mechanism and promoting user community identification.Finally,increasing the brand purchase transfer rates and cultivating the brand loyalty.Besides that,the paper also puts forward the future directions of the research.