摘要：Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relationship. This paper explores and builds the model of relationship between characteristics of virtual brand community and brand attachment. The characteristics of virtual brand community include participation of community members, quality of information system and community service management etc. And through the survey of random samples of 145 Nokia BBS members, we have found that “community service management, community participation degree and frequency” has significantly positive influence on brand attachment. Therefore, to improve community management and to attract wide participation of users is an effective way of strengthening the brand attachment of consumers to Nokia.
关键词：virtual community;brand community;characteristics of virtual brand community;brand attachment
