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

The results have indicated that customers brand engagement (CBE) fully mediates the relationship between brand community engagement and loyalty intentions, and partially mediates the relationship between customer brand identification and loyalty intentions. A sense of community-brand congruity has a moderating effect in the transition of community-based relationships into brand-based relationships. This study provides new evidence to the academicians and practitioners for guiding their understanding of brand management through brand communities.