Research on Mechanism of Impact of Situational Factors on Brand Community Integration

DOI

10.2991/ssemse-15.2015.80How to use a DOI?

Keywords

Brand community; Brand community integration; Situational factors; Consumption experience

Abstract

Existing research mainly analyzed the causes of brand community from the perspective of consumers, and lacked enough attention to the external situational factors influencing the formation of brand community. Therefore this paper analyzes the impact of situational factors on brand community integration and the mediating effect of brand community consumption experience, builds the model of mechanism of impact of situational factors on brand community integration in theory, and reveals the forming process of brand community. Finally, the significance and limitations of the research are discussed.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - F. Ren
PY  - 2015/11
DA  - 2015/11
TI  - Research on Mechanism of Impact of Situational Factors on Brand Community Integration
BT  - Proceedings of the 2015 International Conference on Social Science, Education Management and Sports Education
PB  - Atlantis Press
SP  - 321
EP  - 324
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssemse-15.2015.80
DO  - 10.2991/ssemse-15.2015.80
ID  - Ren2015/11
ER  -