How do brand communities generate brand relationships? Intermediate mechanisms

Zhimin Zhou, Qiyuan Zhang, Chenting Su and Nan Zhou

Journal of Business Research, 2012, vol. 65, issue 7, 890-895

Abstract: This research investigates the intermediate mechanism that translates brand communities into brand relationships. Using a sample of online brand communities from China, the study finds that consumer brand attachment plays a full mediating role between brand community commitment and brand commitment and exerts partial mediation between brand identification and brand commitment. Perceived community–brand similarity moderates both brand community identification's effect on brand identification and brand community commitment's effect on brand attachment. The findings contribute to the brand literature and provide implications for brand community management.

Keywords: Brand community; Brand attachment; Community–brand similarity; Brand relationship; Intermediate mechanism (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (69)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:7:p:890-895

DOI: 10.1016/j.jbusres.2011.06.034

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