1 thought on “Object of the brand community”

  1. Judging from the research on brand communities in recent years, related research can be roughly divided into two categories: one is the interpretation of brand community phenomena, that is, through the observation, induction and refining of this new phenomenon to analyze The concepts and characteristics of the brand community are represented by MU2NIZ, Oguinn, Belk, and Kozinets. The concept and characteristics of the brand community have been discussed in detail before, and I will not repeat them here. Second, the empirical research on the causes and functions of the brand community, including the attempt interpretation and verification of the formation of the brand community based on the existing theory, the empirical research on the impact of the brand community on its members, etc. Represented, SchouTen, and Dholakia.
    How of the brand community, what factors and conditions are required for the formation of the brand community, or from another perspective, why consumers participate in the brand community and consumers to participate in the brand community. It is the main content of brand community research. The research on these issues helps enterprises to dig, cultivate and create their own brand communities. Bagozzi and Dholakia (2006) borrowed the theory of planning behavior, and conducted in -depth research on the psychological and behavioral of consumers participating in brand community activities from the perspective of social psychology. The planning theory believes that the factors that determine the individual’s implementation of a certain behavior include five aspects: attitude, subjective norms, behavioral control, willingness, and practical actions. Attitude refers to the positive or negative view of individuals on the corresponding behavior; subjective specifications refer to the social pressure that whether it is performed on a certain line; behavior control refers to degree. Affected by the above three pre -factor, individuals will have the willingness to implement a certain behavior, and then implement or not perform a certain behavior. In general, the theory of planning behavior believes that some behaviors of people are directly influenced by their own willingness and control of the behavior, and their willingness to implement behavior is also affected by the attitude, subjective norms and specifications and specifications of the corresponding behavior. The common impact of behavior control force. The planning theory is mainly used to explain the individual’s psychology and behavior. It cannot fully explain the psychology and behavior of the social group. Therefore, Bagozzi and Dholakia (2006) modified and supplemented the planning theory, proposed a new theoretical model to better explain the reasons and processes of consumers participating in the brand community. They added some new factors to the pre -factor of the planning theory, such as positive and negative emotional expectations and social identity, and introduced an intermediary variable between the front factors and the willingness of behavior -desire.
    bagozzi and Dholakia (2006) believe that consumers’ common will to fulfill the behavior of group behavior, that is, social will is the basis for consumers to participate in brand community activities, and it is the brand community activities that the brand community can be a whole as a whole And exist. The social willingness of community members has contributed to group decisions and can explain the behavior of the group. For example, the spontaneous organizational meeting, rally travel, event fundraising, camping and other social activities of the Harley brand club members spontaneously organized. The result of group behavior will definitely affect consumers’ brand behavior, including consumer behavior of purchasing related products. In addition to the influence of factors such as attitudes and subjective norms, the social willingness of community members will also be affected by social recognition. The social identity of community members is composed of cognitive elements, emotional elements and evaluation. Cognitive elements refer to the perception of community members of the social groups. Emotional elements refer to the emotional investment of social group members in their social groups, and evaluation refers to the positive and negative evaluation of social group members in their social groups. With the enhancement of community members’ recognition of the brand community and the increase in participation activities, their brand involvement will also deepen, which will increase their brand identity, that is, the consistency of self -image and brand image that members perceive. Community members’ recognition of the brand will lead to the corresponding brand behavior. At the same time, Bagozzi and Dholakia also regarded “desire” as a key intermediary variable for the prefix factors and activated their willingness to cause actual behavior. [5] The disadvantage of beauty is that they just regard the intermediary variables of desire as established and have not made in -depth and thorough analysis. In addition, the formation of the brand community is inseparable from many objective conditions in enterprises, brands and situations, such as the product itself, related services, word of mouth and modern communication technology. How to integrate consumers, enterprises, and the third information party to explore the formation of the brand community will be the main direction of the formation of the brand community. Under the situation of brand community, community members’ recognition of the higher levels of brands and communities will develop a community awareness jointly owned by community members. Community consciousness is a sense of destination, that is, members of the community believe that there is connection between each other and the entire community, and their needs can be met by this connection. McMillian and Chavis (1986) believe that when the individual obtains member qualifications and influence by joining a certain group of organizations and meets his needs. At the same time, when he has established an emotional connection with other members Community consciousness of group organizations. [6] The “obtaining member qualification” here refers to consumers who put some of their energy into the activities of the brand community in order to become members of the community, and then occupy a certain social status in the community, and produce a sense of destination And sense of security. “Influence” means that members of the community perceive the influence of the community on themselves, and at the same time have the ability to influence other communities and the entire community. “Need to be satisfied” refers to the return required by members of the community through participating in the brand community activities, including the improvement of status and self -ability in the community. “Sharing emotional connection” refers to the construction and display of themselves with the help of brand, corporate image, or history, and emotional connections generated between each other and the entire community. Rosenbaum et al. (2005) creatively combined community awareness with the loyalty plan of the company, and then divided the consumer loyalty plan of the enterprise into the following two categories: (1) the community conscious loyalty plan, that is, the enterprise cultivates consumers by cultivating consumers by cultivating consumers Community consciousness to obtain its loyalty strategy; (2) non -community conscious loyalty plan, referring to the company’s strategy to obtain its loyalty by giving consumers material interests (such as currency discounts). At the same time, according to the collected data, they found that the loyalty of the community consciousness plan can explain 80%of customer loyalty. This fully shows the significant role of social conscious loyalty plans in cultivating customers’ loyalty, and also verify the effectiveness of this division method.
    In the context of the brand community, in addition to the above -mentioned main variables, it is necessary to conduct in -depth research on more variables to better reflect the impact of the brand community on consumers, and then formulate the enterprise to formulate the enterprise Corresponding marketing strategies provide a reference.
    The influence of the formation of the brand community and the influence of the brand community on individual consumers and their brands respectively. Discuss these two issues only in order to analyze the clarity and convenience, but in practice, these two aspects occur at the same time, and they are two aspects of the same process. In order to express such ideas, waiting for (2002) to propose the concept of “brand community integration”. Through analysis, they revealed how the brand community created the interactive experience and interaction between consumers and brand products, between consumers and consumers, consumers and business personnel through relevant ceremonies and activities, so as to Make consumers with scattered and isolated consumers with common consciousness, and this common consciousness is a sense of responsibility and commitment to the brand. “Brand community integration” summarizes this process: Disposable consumers are integrated into a group, and at the same time, consumers and brands are integrated. For example, the “Gypsy Carnival”, “Jeep Camping” and Harley brand consumers’ “Harley off -road race” of Gynecs brand consumers have gathered or organized people who like or use their brand to make them in the event. Get experience (Arnould and Price, 1993; and SchouTen, 1998), reached consensus in the exchange, thereby enhancing their recognition of products, brands and marketers. Through these activities, the invisible bond becomes real, the faint relationship becomes firm, and a solid relationship has formed a commitment.
    Recently, SchouTen et al. (2007) also conducted empirical research on the relationship between consumer experience in the brand community and the integration of the brand community. [8] Various activities of the brand community attract community members who are interested in brands. The strong degree may make the community members reach the state of forgetting me. (1990) call it “Flow” (Flow). [9] Moreover, because the brand community has religious characteristics, this characteristic helps consumers to obtain a short -term passing but strong, which is of great significance to individuals in the consumption process. The peak experience of lasting changes (LASKI, 1962; James, 1962; Maslow, 1962 and 1964). SchouTen et al. (2007) collectively referred to the consumer experience in the brand community as the extraordinary customer experience. They believe that, compared to those who have not experienced extraordinary customer experience, consumers who have obtained such experiences in brand community activities have a closer relationship with products, brands, enterprises, and other similar consumers, and they are integrated into the entire entire. The wishes of the community are also stronger. The reason why community members have this extraordinary experience is because fantasy and reality are linked. Although this connection is often short -lived, it is intriguing, making people look forward to experience again. What the marketing manager needs to do is to understand what kind of experience consumers want to get and try to help them get this experience.
    The new concept of “brand community integration” proposed in the brand community research has strong guiding significance for brand community research. Because it is a new concept, the measurement of the brand fusion relationship dimension needs to be further developed and improved, and indicators that reflect the degree of integration of the brand’s community also need to be developed. In addition, the impact of factors such as word -of -mouth and crisis incidents on the integration of the brand community also needs to be studied.

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