Recently, the notion of the brand community occupies a particularly important space in marketing research. A brand community is a specialized, non-geographically-bound community that is based on a structured set of social relationships among admirers of a brand (Muniz and O'Guinn, 2001). A considerable amount of research has examined the relationship between brand community identification and consumer behavior, pointing out the fact that identification plays an important role within the brand community (e.g., Algesheimer et al., 2005). Given the increasing importance of identification as a major foundation for a brand community, we have centered on a fundamental question: what are the antecedents of brand community identification? We also explore the relationship between brand community identification and emotional attachment. The measurement model and research hypotheses were tested using the PLS program and the results of the study strongly supported our hypotheses. The conclusions of the study are discussed, along with managerial implications and limitations.
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