TY - JOUR
T1 - A moderated mediation model of consumers' role behaviors in brand communities
AU - Hung, Hsiu Yu
AU - Lin, Ting Ling
N1 - Publisher Copyright:
© 2015 College of Management, National Cheng Kung University.
PY - 2015/9/1
Y1 - 2015/9/1
N2 - 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.
AB - 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.
KW - Brand community (BC) identification
KW - Brand community characteristics
KW - Extra-role behavior
KW - In-role behavior
KW - Relationship length
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U2 - 10.1016/j.apmrv.2014.12.014
DO - 10.1016/j.apmrv.2014.12.014
M3 - Article
AN - SCOPUS:84941216443
SN - 1029-3132
VL - 20
SP - 191
EP - 200
JO - Asia Pacific Management Review
JF - Asia Pacific Management Review
IS - 3
ER -