摘要
当今时代,品牌竞争愈发激烈,培养顾客忠诚成为企业所关注的焦点。实践证明,企业可以通过品牌社群塑造品牌,从而赢得顾客忠诚。然而,很多企业尚未对如何建设品牌社群形成准确清晰的认识。以家用汽车行业为例,奥迪车友会俱乐部在品牌社群建设方面取得一定成果:社群成员对品牌社群的认同会通过社群承诺正向影响其对奥迪品牌的忠诚,社群承诺起到了部分中介作用。由此可见,企业可以通过建设品牌社群,提升成员对社群的认同度,促进成员对社群产生承诺,最终赢得消费者对该品牌的忠诚。
In the increasingly competitive era for brands, many companies focus on cultivating customer loyal- ty. Practical experiences show that companies can win the loyalty by building brand images through brand commu- nities. However, many companies have yet to understand clearly how to build brand communities. In domestic au- tomobile industry, the Audi Clubs have made some achievements in this regard. Members＇ identity of the brand community positively affects their loyalty to the Audi brand by means of community commitment acting as a medium to some extent. It is thus suggested that companies will win consumers＇ brand loyalty by building brand communi- ties, enhancing community members＇ identity, and promoting members to make commitments.
出处
《南京邮电大学学报（社会科学版）》
2014年第1期79-86,共8页
Journal of Nanjing University of Posts and Telecommunications(Social Science Edition)
关键词
品牌社群认同
品牌忠诚
社群承诺
brand community identity
brand loyalty
community commitment
