… As the structural equation coefficients in Figure 3 show, identification with the company has
a stronger influence on brand trust while that with the brand community has a stronger impact …

… brand love. The study focused on the relational reasoning and the outcomes for members of
being part of a brand's community, indicating that commitment to a brand … how brand identity…

… of brand community membership on … brand community participation and membership
duration on the adoption of new products from opposing brands as well as from the preferred brand…

… This paper examines the influence of on-line brand community characteristics on community
… Filling the gap between on-line community research and marketing research, the present …

… on the influence of brand/marketer-related variables on brand communities, underlying …
This research presents four different stages of the evolution of brand community research …

… that the study of brand communities offers promising research … people join communities.
Moreover, we extend the scope of … brand managers can try to influence the concept of the brand…

… brand community participation and empirically test our model with a data set of 1,025 members
of a virtual brand community… degree of influence with a group results in active community …

… brand communities are effective tools for influencing sales, regardless of whether these
communities … shared by community members has a stronger moderating influence on purchase …

… review on online brand communities focusing on their … to the exploitation of online brand
communities, identifying which set of … three factors influence positively the process of community …

… topic in marketing science. While the positive consequences of brand communities are well
… of external sources, such as community marketing initiatives, in influencing a customer's …