Brand communities: loyal to the community or the brand?

Abstract

Purpose

The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand‐owner, and thereby close a gap in the literature to date.

Design/methodology/approach

Based on a review of the literature relating to identification, loyalty, and potentially mediating brand‐related constructs, a cross‐sectional questionnaire‐based survey was carried out at a brandfest organised by a major European motorcycle manufacturer. Data collected from 256 respondents were analysed by structural equation modelling, testing seven hypothesised causal links.

Findings

Brand loyalty is primarily influenced by identification with the brand community, through the mediating role of brand affect.

Research limitations/implications

The findings require confirmation in other settings and industry sectors before they can be generalised with confidence, but point to several fruitful research directions.

Practical implications

Brand strategists have new evidence to guide allocation of effort and resources to the effective cultivation and maintenance of brand loyalty.

Originality/value

The study makes an original contribution, in a real‐world setting, to the understanding of how members of a brand community relate to the brand, and of how their brand loyalty is activated.

Citation

Marzocchi, G., Morandin, G. and Bergami, M. (2013), "Brand communities: loyal to the community or the brand?", European Journal of Marketing, Vol. 47 No. 1/2, pp. 93-114. https://doi.org/10.1108/03090561311285475