品牌体验对品牌忠诚的影响:品牌社区的中介作用

文章以"动感地带"为测试品牌,在构建品牌体验、品牌社区和品牌忠诚三者之间概念模型的基础上,应用多元回归分析,实证研究了品牌体验、品牌社区对品牌忠诚的影响.研究发现:品牌体验对品牌社区具有显著的正向效应;品牌体验和品牌社区对品牌忠诚均具有明显的正向影响;品牌社区是品牌体验作用于品牌忠诚的中介变量,品牌体验更多的是通过品牌社影响品牌忠诚.这些研究结论为品牌忠诚影响因素的进一步研究提供了理论基础,对于企业创新品牌忠诚培育模式和策略也具有指导意义.

The Impact of Brand Experience on Brand Loyalty: The Mediating Role of Brand Community

Brand loyalty is closely related to relationship marketing, which includes essential brand experience and brand community. Current researcbes only focus on brand experience or brand community. However, they do not pay much attention to the effects of brand experience or brand community on brand loyalty. Based on the conceptual model of brand experience, brand community and brand loyalty, this paper empirically tests the effects of brand experience and brand community on brand loyalty. The results show that brand experience has a significant effect on brand community, and both brand experience and brand community have a significant effect on brand loyalty. Furthermore, we find that brand community is the mediator between brand experience and brand loyalty. These results have practical and academic implications to enhance brand loyalty in marketing.