Consumer-oriented core strategy is focus of the modern marketing theory. And customers need no longer be mere passive recipients of value propositions offered by firms, but seeking various channels actively for cooperation and co-creating value with firm. This value means brand equity, and via the Internet and other channels firms can cooperate with consumers. Brand communities can be regarded as the best platform to exchange knowledge and information.
Therefore, this research discuss about the relationship between brand community and brand equity, and uses social networking and impression management as control variables.
This research object is huge motorcycle brand community through the network questionnaire and paper questionnaire for survey, and it collected 201 valid questionnaires. In the basic analysis, including descriptive statistics, reliability and validity analysis, factor analysis, correlation analysis, multicollinearity analysis and hierarchical regression analysis.
The result of this research indicates that: (1) Community engagement, milestoning and badging have positive effect on brand equity. (2) Staking and documenting do not have positive effect on brand equity. (3) Brand use, grooming and customizing have positive effect on brand equity. (4) Commoditizing does not have positive effect on brand equity.
