Language
Country/Area
No result found
The power of brand communities: Why do users of the same brand always gather together?
In today's consumer market, a brand is not only a mark of a product, but also forms a deep relationship with consumers. For half a century, academics have explored this relationship between consumers and brands to understand how to promote brand loyalty, customer lifetime value, and related issues such as brand advocacy. With the continuous progress of academic research, especially since the 1990s, the relationship between brands and consumers has gradually received attention, forming a new research path.
Brands themselves are also active partners, and their social roles and interactions with consumers have attracted widespread attention from academia in recent years.
According to many studies, building brand relationships involves consumers' emotional connection, identification and long-term commitment to the brand. This relationship can be viewed as an interaction similar to that of an interpersonal relationship. In their 2014 literature review, Fetscherin and Heinrich mentioned that current brand relationship research has progressed to the intersection of multiple disciplines, involving psychology, anthropology, sociology and other fields.
The formation of brand communities
Brand community refers to a group of consumers who have deep feelings for a brand. These communities are not only limited to common purchasing interests in brands, but also reflect consumers' resonance with brand culture and values. For example, some consumers may join multiple Apple fan communities because of their love for Apple products, where members of these communities share usage experiences and maintain the brand image.
Members of a brand community usually continue to show support for a brand even when faced with negative publicity about the brand. This phenomenon is worth exploring in the study of brand loyalty.
Diversity of brand relationships
Fournier (1998) provides a classification covering 15 types of brand relationships, including brand loyalty, mutual trust, commitment, brand love, etc. Brands can build social connections with consumers on both an emotional and intellectual level based on their experiences and expectations.
For example, some consumers' "love" for a brand is reflected in their willingness to participate in the brand's activities, share the brand's stories, and even have high expectations for the brand's future performance. This kind of interaction not only helps brands activate consumers’ emotions, but also promotes the formation of brand communities.
Brand emotional resonance
The concept of an emotional connection to a brand, or brand intimacy, is critical to a brand's success. Research shows that emotional connection is built in different stages: sharing, connecting, and merging. During these stages, the connection between the consumer and the brand continues to deepen, eventually forming an indispensable relationship.
In brand development, "emotional feedback" often surpasses rational thinking and becomes the key to consumers' purchasing decisions.
Results of Brand Relationships
Positive brand relationships typically lead to a number of positive outcomes, including increased word-of-mouth, customer purchase intent and loyalty. However, brand relationships can also have negative consequences, such as negative brand word-of-mouth and consumer churn. In such circumstances, effective brand management and strategy are indispensable.
Faced with increasingly fierce market competition, many brands have begun to shift their focus from simply attracting new customers to strengthening relationships with existing customers. Research shows that strong consumer-brand relationships not only reduce marketing costs, but also enhance brand value and increase profits.
Thoughts and Future Prospects
In short, the relationship between consumers and brands is not only an economic interaction, but also an emotional connection. How brands can find their position in this relationship and promote the formation of brand communities will be a topic worthy of in-depth exploration in the future. When faced with market changes and shifts in consumer demand, can brands maintain their uniqueness and deepen their connections with customers? This question makes one ponder.
