The Influence of Brand-Customer Relationships, Community Member-Other Members Relationships on Community Citizenship Behavior: Testing of Multiple Mediating Effects

Forming a brand community is the optimal method for companies to establish distinctive brands and relationships with customers, and for community members to * 通訊作者 電子郵件:lchsu@mail.dyu.edu.tw 本研究感謝兩位匿名審查委員的寶貴意見。 DOI: 10.6188/JEB.2014.17(1).03 品牌 -顧客關係、社群成員 -其他成員關係對社群公民行為的影響:多重中介效果檢驗 50 March 2015 maintain relationships with other consumers. Based on social identity theory (SIT), this study explored how the interactions generated through brand-customer relationships among brand community members affect community citizenship behavior to understand which psychological mediators exist for maintaining brand-customer relationships and community interaction. The research sample consisted of 469 people who had used Apple products and had been members of an Apple fan page for more than one year. This study adopted structural equation modeling (SEM) to test the proposed model, and the structural model exhibited a suitable fit. The results indicated that all of the research hypotheses were supported. Affective brand commitment fully mediates the relationship between brand community commitment and helping community member. The remaining mediators only partially mediate the independent variables and dependent variables. In this paper, we provide a conclusion and practical implications for marketers.

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