The impact of brand community on brand loyalty: A theoretical framework

机译：品牌社区对品牌忠诚度的影响：理论框架

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Brand loyalty as core dimension of brand equity is essential for any company that plans to maintain long term competitive advantages. As marketers seek to increase marketing efficiency, customer loyalty and brand affinity by building brand community. Reviewing previous research in this area, although the these studies provides an important reference and evidence of the positive effect between brand community and brand loyalty, little is written about how to describe the mechanism of the two. This paper constructs the integrated framework of the interaction effects between brand community and brand loyalty, this establishes the theoretical foundation for the empirical analysis in the future.

机译：品牌忠诚度作为品牌股权的核心维度对于任何计划维持长期竞争优势的公司至关重要。随着营销人员寻求通过建立品牌社区来提高营销效率，客户忠诚和品牌亲和力。审查了以前的研究在这一领域，尽管这些研究提供了品牌社区和品牌忠诚之间积极效果的重要参考和证据，但关于如何描述两者的机制很少。本文构建了品牌社区与品牌忠诚度之间的互动效应的综合框架，这为未来的实证分析构成了理论基础。

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《International Conference on Information Management, Innovation》|2012年||共5页
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Bianfang Wang;
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中图分类 G20-53;
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The impact of brand community on brand loyalty: A theoretical framework

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