从社区认同到品牌认同：如何基于在线社区提升品牌的消费者心智份额？

doi:10.16381/j.cnki.issn1003-207x.2019.1992

Abstract

Abstract: With the advent of the Web3.0 era, many brands communicate brand information to target consumers through online communities. At the same time, consumers are increasingly relying on online communities for information about brands and products. Therefore, online community has become an important means for brands to maintain consumers’ brand attachment and loyalty and carry out brand marketing. Through the platform of online community, a brand can constantly push advertisements to community members to occupy the minds of consumers, establish a brand image in the minds of consumers that is in line with their personality, and successfully acquire the mental resources of consumers and enhance their brand identity.

Key words: online brand community；brand positioning；mind share；evolution

CLC Number:

F723
F713

QIAN Ming-hui, GUO Jia-lu. From Community Identity to Brand Identity: How to Improve Brand Users’ Mind Share Based on Online Community?[J]. Chinese Journal of Management Science, 2022, 30(5): 263-274.

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From Community Identity to Brand Identity: How to Improve Brand Users’ Mind Share Based on Online Community?

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