Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Brand Community Strategy of Lululemon

The Relation Between Brand Ambassador’s Trust and Customer Engagement

Authors
Zichen Qian1, *, †, Jamin Zou2, *, †
1University of Toronto Scarborough, University of Toronto, Toronto, M1C 1A4, Canada
2The Business Scholl(Formerly Cass), City, University of London, London, EC1V 0HB, United Kingdom
†

These authors contributed equally.

*Corresponding author. Email:guanghua.ren@gecacdemy.cn
Corresponding Authors
Zichen Qian, Jamin Zou
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.520How to use a DOI?
Keywords
Brand Ambassador; Brand Community; Lululemon; Trust; Customer Engagement
Abstract

In lululemon’s success of customer engagement of their brand community, ambassador’s trust is assumed to be a significant factor. This research aims to discuss how would brand ambassador’s trust reflects on the customer engagement level of its offline brand community, taking customers who engage in lululemon’s offline brand community in North America as a research subject by reviewing the customer engagement theory. This study focuses on using the concepts of trust and customer engagement to theoretically demonstrate the relationship between trust and customer engagement with the notion that trust will arise in the presence of uncertainty and risk aversion. The relationship between trust and customer engagement with the notion that trust will arise in the presence of uncertainty and risk aversion. From the perspective of customer engagement, five factors that may impact the level of customer engagement are analyzed and compared. A questionnaire was designed by asking questions about the ambassador of Lululemon. Finally, regression analysis had been used to analyze the data in excel. The main result of this paper showed that ambassadorial characteristics, trust, and emotional engagement have a significant impact on the level of engagement. In addition, trust having the most prominent impact on the level of engagement. This research contributes to compensate for the gap and concentrate on the offline brand community, and the limitation will also be discussed in the following context.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.520How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Zichen Qian
AU  - Jamin Zou
PY  - 2021
DA  - 2021/12/15
TI  - Brand Community Strategy of Lululemon
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3191
EP  - 3199
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.520
DO  - 10.2991/assehr.k.211209.520
ID  - Qian2021
ER  -