关键词: 品牌网络发言人,互动,品牌共鸣

Abstract: In the network relationship, the interaction between the brand web spokesman and the consumers has an important influence on the brand resonance. This study examines the impact of the three features, i.e., interaction reputation, interaction density, and interaction authority, on the dimensions of consumer brand resonance. The findings show that interaction reputation can improve consumers’ brand loyalty and their sense of community belonging, that the interaction density can enhance the consumers’ brand attitude, and that the interaction authority can enhance the consumers’ sense of community belonging. What’s more, the findings also show that brand resonance has a positive impact on the willingness of consumers to invest in brand relationship. These research conclusions are significant to identify the interactive features of brand web spokesman and its impact on brand relationship to a certain degree.

Key words: brand web spokesman; interaction; brand resonance