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| The Impact of Brand Experience on Brand Loyalty：The Mediating Role of Brand Community |
| WU Shui-long LIU Chang-lin LU Tai-hong |
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Abstract Brand loyalty is closely related to relationship marketing, which includes essential brand experience and brand community. Current researches only focus on brand experience or brand community. However, they do not pay much attention to the effects of brand experience or brand community on brand loyalty. Based on the conceptual model of brand experience, brand community and brand loyalty, this paper empirically tests the effects of brand experience and brand community on brand loyalty. The results show that brand experience has a significant effect on brand community, and both brand experience and brand community have a significant effect on brand loyalty. Furthermore, we find that brand community is the mediator between brand experience and brand loyalty. These results have practical and academic implications to enhance brand loyalty in marketing.
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Received: 20 February 2009
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Corresponding Authors:
WU Shui-long
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2009, Vol. 1 
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