Brand Community Social Capital,Perceived Value and Brand Loyalty

Brand community is a social network composed of consumers who mentally admire the brand,having significant influence on its community members.We introduce social network and social capital theory to the study of brand community,explore the dimensions,characteristics and influences of social capital in brand community,and thus reveal the mechanism of the effects of brand community on brand loyalty.Based on theoretical research and participant observation on some bike club of Shanghai,we proposed related hypotheses and a conceptual model,and collected the research data with a survey questionnaire and test the initial conceptual model by using structural equation modeling.From the empirical study it is found that social capital exists in the context of brand community,which increases with the increase of volunteering,reciprocity,trust and jargons of brand community.In addition,consumers can avail information values and social values from brand community,which helps to form commitment of brand community and brand loyalty.Moreover,in brand communities,information values can be regarded as hygiene factors affecting brand loyalty,while social values can be regarded as motivators enhancing brand loyalty.The research findings provide a new path for companies to cultivate brand loyalty.