The effect of brand community on brand characteristics

Abstract

The current research aims to examine the effect of brand community on brand characteristics.The model of this research has been formed with using variables including brand community identification, brand community commitment, brand identification, brand attachment, brand commitment, perceived community, and brand similarity. This research is applied and correlational. Required data is collected by using questionnarires and survey methodology.The statistical population of this research is Club Bank Mellat in Yazd city and stratified sampling was used to select the samples; and 180 samples were collected. In this study, the confirmation of the relationship between variables and factors was done using the PLS confirmatory factor analysis technique. The variance of a technology-driven modeling and feasibility study of the theory and measures simultaneously and provides an offset variable is used. The variables, examined by Soble test, have been assumed to play the role of mediator. Results show that there is a significant relationship between brand community identification and brand identification. Also, brand community identification influences brand community commitment positively. According to research findings, brand attachment mediates brand community commitment's positive influence on brand commitment. Brand attachment mediates brand identification's positive influence on brand commitment.

Keywords

• Brand attachment
• brand commitment
• brand community commitment
• brand community identification
• brand identification