A Study on the Impact of Community Marketing on Brand Attachment inBrand GlobalizationA Literature Review from the Perspective of Cross-Border E-Commerce

Abstract

    Against the backdrop of the deep integration of global e-commerce and brand globalization, cross-border e-commerce platforms have become a crucial channel for brand globalization. Community marketing, as a core strategy to connect, interact with, and influence overseas consumers, plays a vital role in establishing and maintaining brand attachment. This study aims to systematically explore how two key features of brand community marketing on cross-border e-commerce platforms—community atmosphere and community support—affect brand attachment through the core psychological values consumers gain within the community, namely social identity value and self-actualization value, with the intensity of consumers' relational needs as a moderating variable. By constructing an integrated theoretical framework and conducting a literature review, this study seeks to reveal the intrinsic mechanisms through which community marketing drives brand attachment in the process of brand globalization, providing a theoretical basis and practical guidance for cross-border enterprises to optimize community operations and deepen customer relationships.