Research On The Influence Of Organization Citizen Behavior On Brand Equity In Online Brand Community

In recent years,in the consumer market,the utility of the brand community has begun to emerge,which is not only attractive to consumers but also to enterprises.Therefore,many consumer products enterprises begin to pay attention to the construction of brand community.As the "Internet +" prosperity and development of the Internet application fields are constantly exploring and expanding again,also more and more traditional brand community or offline brand community change to online brand community,namely the online brand community.The online brand community is increasingly becoming a bridge between consumers and consumers,and it is also a marketing medium between enterprises and consumers.And consumers is the enterprise of "part-time employees",consumer's voice is the enterprise for the future development of the guidance,therefore,consumers or potential consumers in the online brand community increasingly become a community of citizens behavior,and the key to the success or failure of enterprise management node.Before this article through to the domestic and foreign scholars for online brand community research found that the benefit from the perspective of consumer behavior within the role more researchers(e.g.,purchase intention and purchase behavior)to think,not from the perspective of consumer role outside behavior namely citizenship behavior analysis,at the same time,the research on brand equity,scholars from experience theory,value theory and identity theory perspective,involves almost no citizenship behavior perspective.Thus it can be seen that it is of theoretical and practical significance to explore the influence of consumer behavior on brand equity in the context of online brand community.This study first of all,to the community,community,online brand community,organizational citizenship behavior,and generalizes the Chinese and foreign literature in the field of brand assets,and on the basis of innovative to citizenship behavior theory into the research field of brand assets,and online brand communities scenario citizenship behavior theory model and the hypothesis of the impact of brand equity.Finally,through empirical analysis,the data analysis and verification hypothesis of 211 valid questionnaires issued and recovered by spss19.0 were applied.The empirical results show that:(1)the participation and help of citizens' behaviors and their two dimensions in online brand community can positively affect the community identity of online brand community.(2)community identity in online brand community can positively affect the perceived quality of community members on brands.(3)community identity in online brand community can positively influence the brand association of community members.(4)the perceived quality and brand association of the community members in online brand community can positively influence brand loyalty and ultimately enhance the brand equity of the enterprise.Therefore,organization to participate in online brand community,citizens and helping behavior through the mediation of community identity variable makes the members on the brand's perceived quality and brand association actively promote role,at the same time,the quality of brand awareness and brand association members actively promoting effect on brand loyalty,and ultimately contribute to promotion enterprise's brand assets.