Brand Community Strategy of Lululemon

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.