As a guest user you are not logged in or recognized by your IP address. You have
access to the Front Matter, Abstracts, Author Index, Subject Index and the full
text of Open Access publications.
Once consumers identified a brand community, will they be loyal to the brand or recommend it to others? To answer the question, our study investigated the relationship between brand community identity and consumer behaviors (brand loyalty and brand recommendation); also, we examined the mediation role of brand identity. Results showed that brand identity can fully mediate the relationship between brand community identity and brand loyalty. However, as for the impact of brand community identity on brand recommendation, it can only play a partial mediation role. Specifically, when consumers identified with a brand, they are certainly loyal to it instead of recommending it to others. These conclusions complement brand community theory and provide significant guidance to corporate marketing activities when building brand community.
This website uses cookies
We use cookies to provide you with the best possible experience. They also allow us to analyze user behavior in order to constantly improve the website for you. Info about the privacy policy of IOS Press.
This website uses cookies
We use cookies to provide you with the best possible experience. They also allow us to analyze user behavior in order to constantly improve the website for you. Info about the privacy policy of IOS Press.