The Impact of User Involvement in Virtual Brand Communities on Customer-Brand Relationship

摘要：

　　This research survey of the registered users of the forum “MEIZU”,which is an emerging domestic electronics brand.Based on the theoretical model of participation in virtual brand communities,brand relationship and brand experience,this research applied multivariate regression to analyses the impact of customer participation to brand relationship via brand experience.Research findings are: the participation in virtual brand communities has positive effects on brand experience; the dimensions of brand experience affects brand relationship differently; the dimensions of brand experience affects has different mediate effects; affection experience and act experience have positive mediate effects significantly,while sense experience,think experience and relate experience do not have significant mediate effects.

关键词： Virtual Brand Communities User Involvement Brand Experience Brand Relationship

作者: Juanjuan Xu GuangMing Li

作者单位: Assistant Professor of Marketing Marketing Department School of Business Hohai University Nanjing, Jiangsu, China 211100

会议类型: 国内会议

会议名称: 2014年中国市场营销国际学术年会

会议地点: 武汉

会议语种:英文

页码: 1-15

在线出版日期: 2014-07-12（万方平台首次上网日期，不代表论文的发表时间）