Testing an extended model of consumer behavior in the context of social media-based brand communities
作者：
Highlights：
• Brand loyalty can be enhanced by brand communities established on social media.
• Brand community identification positively affects value creation practices through brand community markers.
• Brand community identification strengthen consumer's relationship with brand community elements.
• Consumer relationship quality with brand is positively influenced by the elements of brand community.
• Brand relationship quality positively influences brand loyalty.
摘要
•Brand loyalty can be enhanced by brand communities established on social media.•Brand community identification positively affects value creation practices through brand community markers.•Brand community identification strengthen consumer's relationship with brand community elements.•Consumer relationship quality with brand is positively influenced by the elements of brand community.•Brand relationship quality positively influences brand loyalty.
论文关键词：Brand community,Social media,Brand community markers,Customer centric model,Value creation practices,Brand loyalty
论文评审过程：Received 18 January 2016, Revised 25 March 2016, Accepted 27 March 2016, Available online 8 April 2016, Version of Record 8 April 2016.
论文官网地址：https://doi.org/10.1016/j.chb.2016.03.079
