The Impact of User Involvement in Virtual Brand Communities on Customer-Brand Relationship

This research survey of the registered users of the forum "MEIZU", which is an emerging domestic electronics brand. Based on the theoretical model of participation in virtual brand communities, brand relationship and brand experience, this research applied multivariate regression to analyses the impact of customer participation to brand relationship via brand experience. Research findings are: the participation in virtual brand communities has positive effects on brand experience; the dimensions of brand experience affects brand relationship differently; the dimensions of brand experience affects has different mediate effects; affection experience and act experience have positive mediate effects significantly, while sense experience, think experience and relate experience do not have significant mediate effects.