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- W2369928211 abstract "Brand Community as a new consumption phenomenon is the trend of consumption society,and marks the beginning of embedment of individual consumer behavior in a social network structure between enterprises and the marketplace.This paper,drawing on social identity theory and the concept of the sense of community,explores the working mechanism of the brand community,defines the consumer participation as intervening variable in working mechanism of brand community,and uses empirical research methods to analyze and examine the antecedents of consumer participation in the brand community and the impact of consumer participation on the brand cognition,brand image and brand loyalty.Then,this paper constructs the working influencing mechanism of brand communities on consumer brand attitude and behavior.Finally,it puts forward some suggestions about setting up company-based brand community." @default.
- W2369928211 created "2016-06-24" @default.
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- W2369928211 date "2010-01-01" @default.
- W2369928211 modified "2023-09-27" @default.
- W2369928211 title "The Empirical Analysis on Working Mechanism of Brand Community——The Intervening Role of Consumer Participation" @default.
- W2369928211 hasPublicationYear "2010" @default.
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