The Impact of Consumer Perception of Brand Community Relations on Brand Loyalty

The main problem of this work is the lack of knowledge of the relationship between brand communities, as well as the lack of scientific information about how consumers ' awareness of the relationship between brand communities affects their brand loyalty. The purpose of the study. The purpose of this study is to develop a model that allows us to determine whether consumers ' awareness of the relationship between brand communities affects their brand loyalty and the degree of participation in the brand community. Within the framework of this work, the object of research is brand communities, the subject is the relationship between brand communities and their impact on consumer loyalty to the focus brand.To achieve this goal, the following tasks were set as part of the current work: 1. Conducting a desk analysis of scientific literature on the topic of branding, consumer loyalty and sports marketing to create a theoretical model of the impact of consumer awareness about the relations of brand communities on their loyalty. 2.In accordance with the theoretical model, form hypotheses on the basis of which a conceptual model will be built that is valid for empirical justification. 3. Conduct an empirical study to test the hypotheses contained in the conceptual model. 4. Based on the obtained data, we can conclude that there is a relationship between the consumer's awareness of the relationship between brand communities and their loyalty to the brand, as well as their involvement in the brand community. The research is of a mixed nature and includes an analysis of the leading works on the topic of branding and consumer loyalty, through such general scientific methods of cognition as: analysis, synthesis, induction, deduction, systematization, classification, comparison, comparison, formalization; as well as an empirical study consisting of two parts, qualitative and quantitative. The quantitative part consists of an online survey using Google forms with scales that allow you to determine the awareness of consumers about the relations of brand communities, their loyalty to the brand and the degree of their involvement in the brand community. Based on the results obtained, a factor and regression analysis will also be carried out, since these research methods allow us to identify the presence of relationships and form factors that affect consumer loyalty to the brand. The qualitative part of the study will include expert interviews to confirm the found dependencies and factors.This study suggests looking at the relationship between brand communities from a non-standard angle, different from most previous studies. The need for this study was due to the presence of gaps in the academic literature, as well as the lack of theoretical models of relations between brand communities. The dependencies and patterns obtained in the course of the work make a significant contribution to the development of relationship marketing, and open up opportunities for building academic models related to the impact of consumer awareness of brand community relationships on their brand loyalty, which can later be successfully applied in practice, for example, by reshaping the brand communication strategy so that the relationships between brand communities that have emerged as a result of this strategy are clearly identified by consumers, thereby increasing their loyalty.