How do brand communities generate brand relationships? Intermediate mechanisms

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.