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| The Mechanism Model of Brand Community Identification Formation: A Case Study of Xiaomi Company |
| YANG Yang，HU Xixi，PEI Xueliang |
| 1.Harbin Institute of Technology， Harbin, China; 2.Shanghai Jiao Tong University, Shanghai, China; 3.Huaqiao University, Quanzhou, Fujian, China |
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Abstract An ever increasing number of marketers have realized how brand communities can have a positive impact on brand loyalty is important. However, few marketers have paid enough attention to customers’ identification, which is the most important marker of the brand community. This paper shows the findings of a case study by adopting the grounded theory approach. By collecting and analyzing data that reflects how members of a brand community feel and react, four dimensions of brand community identification (including cognitive, affective, evaluative, and behavioral component) and nine influence factors (including product evaluation, patriotism, community leader, community atmosphere, brand identification, consumption experience, customer behavior change, consumption process, and brand communication) are obtained, and a model in regard to formation of brand community identification is proposed. Combining social identity theory and other researches about brand community, this study offers explanations for the findings mentioned above.
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Received: 02 September 2016
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