【摘要】 笔者采用实验方法,首次就虚拟品牌社群娱乐价值对消费者品牌忠诚的作用机制进行探究,并将品牌社群承诺细分为情感性承诺和算计性承诺两种类型。结果发现:情感性品牌社群承诺在其中起到完全中介的作用。因此企业在实践中应加强虚拟品牌社群的娱乐版块建设,并通过多种方式来强化消费者的情感性品牌社群承诺以促进其品牌忠诚。更多还原

【Abstract】 Virtual brand community is widely introduced to enhance brand loyalty with less emphasis on entertainment values.This paper examines the influence of entertainment values of virtual brand community on brand loyalty,and verifies the mediation effect of affective brand community commitment by experimental method.The findings have great implications onrelated theoretical research and marketing practice.更多还原