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

摘要

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.