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The Social Influence of Brand Community: Evidence from European Car Clubs

René Algesheimer¹; Utpal M. Dholakia²; Andreas Herrmann³

¹ Institute for Strategy and Business Economics, University of Zurich, Switzerland. · ² Jesse H. Jones Graduate School of Management, Rice University. · ³ Center for Business Metrics, University of St. Gallen, Switzerland.

The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers’ brand knowledge and the brand community's size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members.

DOI

10.1509/jmkg.69.3.19.66363

Volume

69 (3)

Pages

19-34

Language

en

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BibTeX

Sources

crossref