The Social Influence of Brand Community: Evidence from European Car Clubs

Journal of Marketing, Vol. 69 (July 2005), 19–34

17 Pages Posted: 28 Mar 2017

See all articles by René Algesheimer

René Algesheimer

University of Zurich

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Andreas Herrmann

University of St. Gallen - MCM Institute

Date Written: 2005

Abstract

The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers’ brand knowledge and the brand community’s size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members.

Suggested Citation

Algesheimer, René and Dholakia, Utpal M. and Herrmann, Andreas, The Social Influence of Brand Community: Evidence from European Car Clubs (2005). Journal of Marketing, Vol. 69 (July 2005), 19–34, Available at SSRN: https://ssrn.com/abstract=2939720

René Algesheimer (Contact Author)

University of Zurich ( email )

Department of Business Administration
Andreasstrasse 15
Zurich, 8050
Switzerland

HOME PAGE: http://www.market-research.uzh.ch

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Andreas Herrmann

University of St. Gallen - MCM Institute ( email )

Blumenbergplatz 9
CH-9000 St. Gallen
Switzerland
+41-71-224-3026 (Phone)

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