中文摘要：

现有文献已指出品牌社群认同会促进品牌忠诚,但二者之间的中介和调节机制尚未探讨。基于类别化和关系化理论,我们提出从品牌社群认同到品牌忠诚的两条间接路径,以及品牌认同和品牌社群承诺的中介作用;基于学习迁移理论,提出感知社群—品牌相似度的调节效应。偏最小二乘法（PLS）的实证结果表明：品牌社群承诺和品牌认同在品牌社群认同和品牌忠诚之间均起到完全中介作用,感知社群—品牌相似度在品牌社群认同与品牌认同之间起到调节作用,而在品牌社群承诺与品牌忠诚之间没有调节作用。研究结论完善了品牌社群理论,并对企业的品牌社群营销有指导意义。

英文摘要：

Most present studies point out that brand community identification will lead to brand loyalty,but the mediating and moderating mechanism between the two have not been sufficiently explored.Based on the theory of categorization and guanxilization,this study discusses two indirect paths from brand community identification to brand loyalty,and mediating effects of brand identification and brand community commitment;relying on the Learning Transfer Theory,this article explores the moderating effects of perceived community-brand similarity.Empirical results from PLS have shown that brand community commitment and brand identification both fully mediate in the relationship between brand community identification and brand loyalty,perceived community-brand similarity moderates the relationship between brand community identification and brand loyalty.This research result can enrich the theory of brand community and provide practical guidance to companies in developing brand communities.