越来越多的网民和越来越具有现实主义色彩的虚拟网络世界正对人类
生活产生重要影响，大数据时代悄然而至。当我们将视线移到“品牌”
这个美好的名字上时，上述两股力量产生了一个新名词：品牌社群

例如，哈雷摩托车公司早期高瞻远瞩建立了哈雷车主俱乐部，这个品
牌社群的成功对哈雷公司产生积极和重大的影响

在学术界，品牌社群和品牌延伸作为品牌研究中的两个重要的独
立领域，一直是国内外学者的研究焦点。而目前关于品牌理论的文献
中极少有将这两个领域结合起来的研究出现。可以想见，如果哈雷公
司将他们的品牌延伸产品在品牌社群上进行“预测试”，消费者对品牌
社群的认同度和参与度可能会对这样的品牌延伸产生一定的影响

所以，本文构建了一个含有四个变量的结构方程模型（两个属于
品牌社群领域，同时也是品牌公司培育品牌社群的参考标准；另外两
个属于品牌延伸领域，同样也是公司进行品牌延伸时候的重要参考）

并且通过对来自互动娱乐行业品牌社群的社群成员样本进行数据分
析，探讨了品牌社群认同度和品牌社群参与度对品牌延伸领域的两大
构念：感知契合度和品牌延伸评价的作用机理。研究结果证实了研究
假设，认为品牌社群认同度和参与度对品牌延伸评价和感知契合度有
正向的作用。这不仅丰富了品牌社群的作用机理理论，还为品牌公司
建设和培育品牌社群、发展延伸品牌提供了有力的指导

关键词：品牌社群认同度；品牌社群参与度；感知契合度；品牌延伸
评价
A STUDY ON THE EFFECT OF BRAND
COMMMUNITY ON BRAND EXTENSION
There is a growing trend that offline is gradually replaced by online with the
development of the Internet. Rise of online bookstores and decline of physical
bookshops is one of the typical examples. As the era of Big Data is quietly emerging,
more and more netizens and virtual online world which stands for realism exert an
important impact on human life. When we shift our sight to the wonderful term brand,
Those two forces we just mentioned produce a new noun: Brand Community. For
instance, the U.S. Harley Owners Club is a brand community forethoughtfully
established by Harley-Davidson Motorcycle Company. The success of this brand
community has active and significant influence on Harley-Davidson.
In the academia, brand community and brand extension acting as important
independent areas, has been the focus of research scholars at home and abroad.
However, the combination of these two areas is seldom founded in the current literature.
It can be imagined that if Harley conducts a brand extension pre-test on their brand
community, consumers’ acceptance and participation of the community will more or
less, affect brand extension.
Therefore, this paper constructs a structural equation model containing four
variables, two of which belong to the field of brand community, the standard for brand
community cultivation, and the rest two belong to the field of brand extension, the
important reference for brand extension. Next, this paper analyzes the sample data
stemmed from members of interactive entertainment industry community, and
discusses the functional mechanism of brand community identification and brand
community participation, to perceived fit and brand extension evaluation, which are the
two main constructs of brand extension. The results confirm the hypotheses that the
brand community identification and community participation make positive forces on
brand extension evaluation. The conclusions not only enrich the theory of brand
community mechanism, but also provide a strong guidance for company brand
construction, brand community cultivation and brand extension.
Key words: brand community identification; brand community participation; perceived
fit; brand extension evaluation