Abstract: Currently, WeChat public account has become a new platform for corporate brand management. This paper theoretically analyzes the relationship between consumer brand fit and brand value in the enterprises’ WeChat public accounts. According to the survey data of the users of the WeChat public account of the brand “Three Squirrels”, this paper conducts an empirical test. The findings show that the experience value that consumers obtained from the public account can promote the formation of brand fit, and has a positive impact on the value creation of consumer brand and the improvement of brand value. The value creation of consumer brand can play an intermediary role between brand fit and brand value, and the sense of community support can play a positive regulatory role. Enterprises should pay attention to the positive impact of the public accounts on the brand value, increase consumer brand fit, enhance the sense of community support of consumers, and strengthen the positive effect of brand fit on the value creation of consumer brands.

Key words: corporate WeChat public account; brand fit; consumer brand value creation; brand value; community support