A moderated mediation model of consumers' role behaviors in brand communities

Hsiu Yu Hung*, Ting Ling Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

Abstract

The aim of this study was to investigate the manner in which individuals identify with a voluntary organization by developing a moderated mediation model of members' role behaviors in brand community (BC) settings. The influence of BC characteristics, including the social, emotional, and cognitive dimensions of these characteristics, on members' identification with a BC was investigated. The empirical results indicated that social and emotional characteristics exert a more significant influence on members' community identification than cognitive characteristics do. Moreover, the length of the relationship exerts a u-shaped curvilinear effect on the positive relationship between identification and extra-role behaviors, implying that senior members experience three phases, namely honeymoon, inertia, and rejuvenation periods, when participating in BCs. We conclude by presenting a discussion of the research and the managerial implications of this study's findings.

Original languageEnglish
Pages (from-to)191-200
Number of pages10
JournalAsia Pacific Management Review
Volume20
Issue number3
DOIs
Publication statusPublished - 2015 Sep 1
Externally publishedYes

Keywords

  • Brand community (BC) identification
  • Brand community characteristics
  • Extra-role behavior
  • In-role behavior
  • Relationship length

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

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