Abstract
Existing research mainly analyzed the causes of brand community from the perspective of consumers, and lacked enough attention to the external situational factors influencing the formation of brand community. Therefore this paper analyzes the impact of situational factors on brand community integration and the mediating effect of brand community consumption experience, builds the model of mechanism of impact of situational factors on brand community integration in theory, and reveals the forming process of brand community. Finally, the significance and limitations of the research are discussed. KEYWORD: Brand community; Brand community integration; Situational factors; Consumption experience
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