کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018196 940333 2012 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How do brand communities generate brand relationships? Intermediate mechanisms
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
How do brand communities generate brand relationships? Intermediate mechanisms
چکیده انگلیسی

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.

Research highlights
► We investigate how brand communities generate brand relationships.
► Consumer brand attachment plays a mediating role.
► Perceived community Cbrand similarity plays a moderating role.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 7, July 2012, Pages 890–895
نویسندگان
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