Interaction with Consumers in Brand Community Influence and Enhance Brand Loyalty- A Case Study of Lululemon
DOI:
https://doi.org/10.54097/wbv8y745Keywords:
Brand Community; Consumer Interaction; Brand Loyalty; Lululemon; Social Media Marketing.Abstract
In the modern market, a brand is not merely a symbol of products or services but serves as the core of a consumer community. With the widespread adoption of social media and digital interactions, the building of a brand community has become a critical strategic tool for companies to increase consumer engagement and loyalty. Lululemon, a sports brand that started with yoga apparel, has successfully attracted loyal consumers worldwide through its strong brand community. By organizing regular offline yoga classes, online social media interactions, and community events, Lululemon has not only created a powerful brand image but also fostered a deep sense of community belonging among consumers, significantly enhancing brand loyalty. This dissertation reveals how brand-consumer interactions foster emotional connections and a sense of belonging, thereby greatly boosting brand loyalty. Research shows that Lululemon has successfully leveraged multi-channel community activities to cultivate strong emotional identification with the brand and drive continuous purchasing behavior.
Downloads
References
[1] Aaker DA. Managing brand equity: Capitalizing on the value of a brand name. Free Press, 1991.
[2] Muniz AM, O’Guinn TC. Brand community. Journal of Consumer Research, 2001, 27(4): 412-432.
[3] Hwang K, Kim J. Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 2019, 19(1): 58–73.
[4] Brodie RJ, Hollebeek LD, Jurić B, Ilic A. Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 2011, 14(3): 252-271.
[5] Liu YY, Zhang ZF. A study on the influence of online interaction on consumers' purchase intentions in the context of social media. Journal of Guangdong Institute of Socialism, 2024, (4): 108-112.
[6] Zeng ZB, Zhang XL. Strategies and suggestions for enterprises to cultivate consumers’ sense of belonging to brands. China Journal of Commerce, 2017, (6z): 29-30.
[7] Wang J. Typical characteristics and design strategies of social interaction in fitness brands under the context of social economy. Journal of Hebei University: Philosophy and Social Sciences Edition, 2023, 48(5): 127-137.
[8] Cao Y. A study on consumer interaction, brand emotion, and purchasing behavior in the context of new retail. Journal of Commercial Economics, 2021, (19): 80-82.
[9] Ye ZC The influence of brand community characteristics on consumers' brand sense of belonging. Jiangxi Normal University, 2023.
[10] Yu L, Zheng F, Xu M. The mechanism of the impact of sports brand community experience on brand loyalty: chain mediation effect of community identification and brand identification. China Sport Science and Technology, 2018, 59(8): 73-81.
[11] Chen M, Zhang YW, Wang JP. The influence of online brand community atmosphere on consumers’ brand identification. Journal of South China University of Technology (Social Science Edition), 2021, 23(4), 29-40.
[12] Hu JR, Shen J. A study on the experience design of fitness brand communities from the perspective of interaction ritual chains. Design, 2019, 37(7): 128-131.
[13] Zhou YQ. Brand community and precise interaction: Optimization paths of publishing brands in the context of community economy. China Publishing Journal, 2021, (2): 48-52.
Downloads
Published
Conference Proceedings Volume
Section
License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.