How do brand communities generate brand relationships? Intermediate mechanisms

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

154 Scopus Citations
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Original languageEnglish
Pages (from-to)890-895
Journal / PublicationJournal of Business Research
Issue number7
Publication statusPublished - Jul 2012


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. © 2011 Elsevier Inc.

Research Area(s)

  • Brand attachment, Brand community, Brand relationship, Community-brand similarity, Intermediate mechanism