中文摘要：

传统观点认为满意和价值是驱动品牌忠诚的前置变量。然而，在当今“与消费者联系”的时代，这种观点有些滞后。本文在已有研究的基础上。探索并提出了超越“满意一忠诚”模式的新路径。本研究在品牌社群情境下。基于超然消费体验的分析视角．采用实地调研、文献研究和实证研究相结合的方法。揭示出品牌社群影响品牌忠诚的作用机理。结果表明：超然消费体验对品牌忠诚具有显著的正向影响作用，而品牌依恋和品牌成瘾性在二者间起到正向媒介作用。其中．品牌依恋在超然消费体验和品牌成瘾性之间起媒介作用：品牌依恋对品牌忠诚具有直接和间接的影响作用，品牌成瘾性在品牌依恋和品牌忠诚之间起到了部分媒介作用。最后．作者探讨了本研究的理论意义和实践价值。

英文摘要：

Satisfaction and value are the main factors driving consumers＇ brand loyalty in traditional views. However, these views have legged in today＇s connected consumer environment. On recognizing these views and the previous studies, this paper has explored and put forward a new path which is beyond the ＂satisfaction-loyalty＂ model. In a situation of brand community, on the transcendent consumer experiences perspective, the study reveals the mechanism of the impact of brand community on consumers＇ brand loyalty, by using methods of field study, literature research and empirical research. The results show that： transcendent consumer experiences have a significantly positive effect on consumers＇ brand loyalty; brand attachment and brand addiction are two mediator variables of the relationship between them. Among them, brand attachment acts as a mediator of the relationship between transcendent consumer experiences and brand addiction. And it affects brand loyalty directly and indirectly. This is due to brand addiction is a partial mediation between the relationship of brand attachment and brand loyalty. Finally, the authors discuss the theoretical and managerial implications of this study.