How do brand communities generate brand relationships? Intermediate mechanisms

• DOI: 10.1016/j.jbusres.2011.06.034
• Publication Date: 2011-07-08T23:45:59Z
• Authors: Zhimin Zhou; Qiyuan Zhang; Chenting Su; Nan Zhou
• Keywords: Brand Community; Brand extension; Corporate branding; Identification

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.