Author(s)

Jing Ye, Gaofu Liu, Yating Song

Corresponding Author

Jing Ye

Abstract

Virtual brand community marketing gradually becomes the key for enterprises to gain competitive advantage under the new media environment. Therefore, this paper takes customers of organic food as respondents (N=483) to construct the model and empirically test the effect of virtual brand community experience on brand loyalty of organic food. The results show that each dimension of virtual brand community experience has a positive impact on user satisfaction and user trust. User satisfaction and user trust in virtual brand community have a positive impact on brand loyalty. User satisfaction has a positive effect on user trust. The above findings have important theoretical significance for the management of virtual brand community.

Keywords

Community Experience, Organic Food, Brand Loyalty