The Impact Of Consumer Brand Engagement On Brand Loyalty

With the development of social media technology,the communication between consumers becomes more and more convenient,and they want to take more engagement with their favorite brands.In the online brand community,consumers without geographical and time constraints,they can gather together to exchange their experience and perception of the brand,company also can understand consumers through online brand community.Especially after the occurrence of negative brand events,consumer brand engagement in the online brand community may have a certain impact on brand loyalty.To a certain extent,consumer brand engagement can alleviate the negative impact of negative brand events.On the basis of the existing literature,this paper makes an in-depth analysis of consumer brand engagement and brand loyalty.Based on the context of negative brand events,we take the online brand community consumers as the research object.In this paper,we take the consumer brand as an independent variable,brand loyalty as the dependent variable,consumer forgiveness as an mediator variable,the company's response strategy for the adjustment of variables.Study 1 mainly uses the crawl software to crawl the data in the forum,and use the data envelopment analysis to analysis the content of the comments.The results show that the consumer brand engagement has an impact on brand loyalty in the online brand community.In addition,we also found that the higher the degree of consumer engagement,the smaller size of its economies scale.That is,with the increase in the level of engagement,consumer brand loyalty evaluation can enhance the marginal benefit is smaller.In Study 2,the questionnaire was used and the data were analyzed by spss.20.and Mplus7.The results show that consumer brand engagement has a positive effect on consumers forgiveness,and consumer forgiveness has a positive effect on consumer brand loyalty.More over,consumer forgiveness has a mediating effect on the relationship between consumer brand engagement and brand loyalty,and the effect of cognitive engagement is not significant.