مرکز منطقه ای اطلاع رساني علوم و فناوري - Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model

Abstract :

Nowadays, the firms’ usage of virtual brand communities are increasing in order to develop and strengthen customer-brand relationships. The present study aims to analyze the effects of social presence and social identity level gained by the members of virtual brand communities on brand identification, brand community commitment and brand-related behaviors. Accordingly, a survey methodology is embraced and a structural model is developed within Altay ‘’19on4 Licensed Products Stores’’ virtual brand community. This community is chosen since the members of this community are constantly in touch with each other, engaging jointly in group activities with shared values and ideals. The structural model reveal that social presence and social identity dimensions are not perceived at the same level and have different impacts on brand identification, brand community commitment and brand-related behaviors. It is emphasized that an improvement should be needed for that virtual brand community and its activities.