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| The Influence of Brand Community on Customer Value Perception and Innovation |
| ZHU Jin1,WANG Xing yuan2,2 |
| 1. Shandong University，Shandong Normal University2. |
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Abstract The relationship between brand community characteristics and consumer value perception and consumer value creation is investigated by examining how brand community's characteristics affect consumer value perception and consumer value creation. A survey revealed that consumer value perception are significantly influenced by technical traits and consumer involvement of brand community, but not by shared consciousness, rituals and traditions, and a sense of moral responsibility. And consumer value creation are significantly influenced by shared consciousness , a sense of moral responsibility and technical traits of brand community, but not by shared consciousness, rituals and traditions, and a sense of moral responsibility.
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Received: 21 October 2011
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Corresponding Authors:
ZHU Jin
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2012, Vol. 1 
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