An Empirical Research on the Forming of Students' Loyalty to University Brand from the Brand Community Point of View

This paper analyzed the forming of studentspsila loyalty to university brand from the view of brand community. The conclusions of this paper included: First, fun experiences impulse the studentspsila university involvement which is the precondition of loyalty to university brand; Second, fun experiences bring loyalty behavior and loyalty attitude at the same time; Third, challenging experiences have a remarkable influence on understanding universitypsilas ritual and traditions; Fourth, challenging experiences can only induce loyalty attitude.