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Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms

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  • Kumar, Jitender
  • Nayak, Jogendra Kumar

Abstract

We aim at identifying and examining the different patterns of mechanisms through which the community-based relationships result in brand-based relationships. Hence, we address the gaps of identifying and engaging in a community for the generation of loyal customers of a specific brand, which is mediated by the customers' brand engagement. We have collected data from 240 brand community members in India and conducted the empirical analysis through a partial least square-structural equation modeling technique.

Suggested Citation

  • Kumar, Jitender & Nayak, Jogendra Kumar, 2018. "Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 64-73.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:64-73
    DOI: 10.1016/j.jretconser.2018.08.007
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    Cited by:

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