Research On The Influence Of Consumer Participation In Virtual Brand Community To Brand Loyalty

Brand loyalty has been hailed as the most valuable invisible assets of enterprises,but also the key to improving the core competitiveness of enterprises,so how to cultivate and improve brand loyalty has always been a hot topic for entrepreneurs and academics.Previous experts had pointed out that brand satisfaction,brand trust and other factors which relate to quality are important causes of brand loyalty.However,due to the intensification of market competition,product homogeneity,consumers' demand diversification and personalization etc in real life,building the consumer brand satisfaction and brand trust is also increasing difficult,and thus lead to consumers' loyalty decline on enterprise and brand.In this case,theorists and practitioners are thinking about how to find current ways to improve brand loyalty.The virtual brand community into the people's vision,which provides enterprise a new way to cultivate and enhance brand loyalty.Virtual brand community is relying on the network,a social organization linked with the same interests of consumers share a kind of brand,and it also combines the advantages of virtual communities and brand communities,breaking the time and space constraints,at the same time,reducing the barriers to entry of consumers.Because of these,it brings new opportunities for brand building.Virtual brand communities often gather a vast number of brand lovers,because of the high efficiency of transmission,and it has advantages,such as it can strengthen interaction between the enterprise and consumers.Virtual brand community has become a current marketing technique for cultivating custom loyalty.On this context,how to use the virtual brand community to reshape the brand relationship and cultivate brand loyalty is the focus of attention for every entrepreneur.What are motivations for consumers to participate in the virtual brand community,what are behaviors of consumers participating in the virtual brand community,and how different are their brand loyalty paths?The core issue of this study is the impact of virtual brand community members on brand loyalty.To achieve the purpose of the study,firstly,the community participation motivation is classified,and analysis the impact of different motivations to the impact of participation.Subsequently,to analysis impact of different participation on brand loyalty,what's more,introducing community identity and brand identity as intermediary variables.The aim is analyzing the Impact Mechanism of Community Members' Participation on Brand Loyalty.Finally,this paper puts forward some practical and feasible marketing suggestions for the virtual brand community marketing,and prospects the future research.