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

Hsiu Yu Hung*, Ting Ling Lin


研究成果: 雜誌貢獻期刊論文同行評審

13 引文 斯高帕斯(Scopus)


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.

頁(從 - 到)191-200
期刊Asia Pacific Management Review
出版狀態已發佈 - 2015 9月 1

ASJC Scopus subject areas

  • 商業與國際管理
  • 策略與管理


深入研究「A moderated mediation model of consumers' role behaviors in brand communities」主題。共同形成了獨特的指紋。