Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms

Jitender Kumar and Jogendra Kumar Nayak

Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 64-73

Abstract: We aim at identifying and examining the different patterns of mechanisms through which the community-based relationships result in brand-based relationships. Hence, we address the gaps of identifying and engaging in a community for the generation of loyal customers of a specific brand, which is mediated by the customers' brand engagement. We have collected data from 240 brand community members in India and conducted the empirical analysis through a partial least square-structural equation modeling technique.

Keywords: Brand community identification; Customer brand identification; Brand community engagement; Customer brand engagement (CBE); Loyalty intentions; Sense of community-brand congruity (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:64-73

DOI: 10.1016/j.jretconser.2018.08.007

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