The Influence Of Virtual Brand Communities' Social Capital To Brand Loyalty

In recent years,the brand community is playing an increasingly important role in the consumer market,enterprises pay more attention to the impact of brand community,began to turn on the establishment and maintenance of brand community,a majority of scholars have begun to study the mechanism of brand community,motivation,community building,and so on a number of issues.With the rapid development of the Internet,many entities brand community slowly transferred to the virtual network space,showing a brand community across the space time dimension,or virtual brand community emerge.Literature research has just started for virtual brand community,mostly on virtual brand community causes,participation in research on behavior factors.In this study,drawing on the domestic and foreign scholars on brand community and virtual brand Community research framework and theoretical basis,within these frameworks and theories on the basis,start from a virtual brand community groups,members of the research community on brand community perceptions of social capital and social capital influence on brand loyalty.The study by collecting data,establishing model and analysis of the model,reached the following conclusions:1.In virtual brand community,there can be community members access to or use of social capital,social capital consists of the structural dimension,the relationship between dimensions and cognitive dimensions of composition.2.In virtual brand community,the structural dimension is the brand and the brand star of the galaxy cluster,relational dimension is a trust,reciprocity,freedom rule,internal language and cognitive dimension is the word,members of the community on these dimensions are perceived more obvious,their perception can be,the more use of and access to social capital.3.In virtual brand community,the gradual accumulation of social capital value perception and social value of information perception of community members have a positive effect.4.Virtual brand community members ' information value perceptions affecting their community commitment and community identity,and use it as an intermediary role ultimately in brand loyalty.Virtual brand community can be seen from a study on mechanism of brand loyalty,provides to businesses seeking a truly faithful consumers,thereby enhancing the competitiveness of enterprises and enterprises in the increasingly competitive consumer market,finding a sustainable development path.