Research On The Relationship Between Brand Value And Brand Loyalty In Virtual Brand Community

Brand loyalty has always been a hot issue in marketing academia and practice.From the perspective of the relationship between brand and consumer,traditional research points out that brand satisfaction and brand trust are the important factors that lead to brand loyalty.However,the fierce market competition and the poor implementation of marketing strategies make it difficult to improve brand satisfaction and trust,which leads to the unsatisfactory loyalty of customers to the enterprise or brand.Brand community provides a new way to improve brand loyalty.There is little literature on the intermediary mechanism from brand community to brand loyalty,that is,the intermediary and regulatory mechanism.If we don't know which variables play an intermediary and regulatory role,we can't fully understand the relationship between brand community and brand loyalty,and we can't guide the marketing practice of brand community very well.This paper chooses this as the starting point,focusing on the adjustment mechanism between brand community identity and brand loyalty.Brand community can be subdivided into many concepts,and brand community identity is one of the core concepts,which attracts many scholars' attention.The author combs and integrates the relevant literature,from which we can see that the academic community generally believes that the brand community has a greater impact on brand loyalty,but in terms of specific antecedents and consequences,there is less research.Based on this,this paper attempts to take the relationship marketing theory as the basis and the brand community identity of the virtual brand community as the research starting point,to explore the regulatory effect of the virtual brand community identity formed by consumers on product brand loyalty.In the specific research,first of all,it expounds the concept of virtual brand community,and describes the meaning of brand value of virtual brand community.On the basis of the theory,the items of the questionnaire are constructed and sent to the community members on the network for investigation.After the questionnaire is collected,the survey results are sorted out in time,and then the structural equation model is used to analyze,on this basis,the results of the questionnaire are fitted.This study found that the brand value of virtual brand community,including financial value,social value,information value and entertainment value,had a positive impact on brand community identity and loyalty,while the hypothesis test of the positive impact of the image value of virtual brand community on brand community identity failed,mainly because the value identity in identity was not significant.In this paper,community identity is divided into two dimensions,value identity and emotional identity.From the results,the correlation coefficient of the two dimensions is as high as 0.71094,which shows that the two dimensions are interrelated.The hypothesis of community loyalty of image value to virtual brand also failed.The emotional identity in the virtual brand community also has a positive impact on brand loyalty.The results of the model also show that social value has a high correlation with entertainment value.Based on the above conclusions,the paper gives some marketing suggestions at the end of the article:?entertainment value helps to form community identity and community loyalty,so we need to pay attention to the construction of entertainment sector;?information value has an important impact on community loyalty,and we need to enrich brand related information.? Social values play an important role,so it is necessary to promote discussion and communication among members ?community values identification helps to form community loyalty,strengthen the cultivation of community culture and values identification ?emotional identification has a significant impact on community loyalty,and managers need to improve members' emotional identification to the community.