Journal of Business Research: Chia-Wu Lin, Kai-Yu Wang, Shu-Hao Chang, Jin-An Lin
Journal of Business Research: Chia-Wu Lin, Kai-Yu Wang, Shu-Hao Chang, Jin-An Lin
Journal of Business Research: Chia-Wu Lin, Kai-Yu Wang, Shu-Hao Chang, Jin-An Lin
A R T I C L E I N F O A B S T R A C T
Keywords: Based on the flow theory from positive psychology, we propose that flow could be generated by brand com-
Community cohesiveness munity characteristics and plays an important role in influencing brand community members' attitudes toward a
Information quality brand. Specifically, we propose a model that identifies brand community characteristics (i.e., community co-
Flow hesiveness and information quality) that produce flow and explore how flow impacts brand identification and
Brand identification
brand loyalty. Members from 31 automobile brand communities participated in this survey study, and 580
Brand loyalty
validated questionnaires were returned. Structural Equation Model was used to test the research hypotheses. The
results show that community cohesiveness and information quality positively influence flow. Flow positively
influences members' brand identification and, subsequently, impacts brand loyalty. The mediating role of flow in
building brand identification is also demonstrated.
⁎
Corresponding author.
E-mail addresses: jwlin@gms.ndhu.edu.tw (C.-W. Lin), kwang@brocku.ca (K.-Y. Wang).
http://dx.doi.org/10.1016/j.jbusres.2017.08.033
Received 20 November 2016; Received in revised form 29 August 2017; Accepted 31 August 2017
0148-2963/ © 2017 Elsevier Inc. All rights reserved.
Please cite this article as: Lin, C.-W., Journal of Business Research (2017), http://dx.doi.org/10.1016/j.jbusres.2017.08.033
C.-W. Lin et al. Journal of Business Research xxx (xxxx) xxx–xxx
using a multi-dimensional flow (e.g., Hamari & Koivisto, 2014; Kaur, Harmat, & Ullén, 2010), sports (Jackson & Marsh, 1996), marketing
Dhir, Chen, & Rajala, 2016; Procci, Singer, Levy, & Bowers, 2012). (e.g., Drenger et al., 2008; Novak, Hoffman, & Yung, 2000; Schouten
Today, many brand communities involve both online and face-to-face et al., 2007), and web activities (Chen, Wigand, & Nilan, 1999). After
social interactions and are known as small-group-based communities Hoffman and Novak (1996) proposed the conceptualization of flow in
(Dholakia, Bagozzi, & Pearo, 2004). Given the hybrid interaction the online environment, a substantial number of studies in human-
format, a multi-dimensional construct of flow is an ideal way to capture computer interaction have investigated antecedents and consequences
the flow experience. In addition, previous research focused on in- of flow (see a review in Hoffman & Novak, 2009). Many prior studies
dividual factors that lead to flow and, as such, neglected contextual adopted a unidimensional flow. The importance of adopting the multi-
factors (Csikszentmihalyi, 2014). Csikszentmihalyi (2014) indicated dimensional flow has received attention and been used in the study
that, in addition to personal skills, social structure influences the oc- contexts of video gaming (Procci et al., 2012) and gamification
currence of flow. Little is known about whether and what brand com- (Hamari & Koivisto, 2014). Since our study focuses on automobile
munity characteristics produce flow. Thus, we investigate brand com- brand communities that involve both online and offline activities, a
munity characteristics that produce flow. In sum, we attempt to address multi-dimensional construct is appropriate to capture the flow experi-
the following questions: (1) Do brand community characteristics gen- ence. We aim to identify determinants of flow in the brand community
erate flow, and if so, which ones? and (2) What is the role of flow in the context.
brand loyalty building process?
The results of this study contribute to the flow, branding, and brand 2.2. Brand community
community literature. First, by extending the application of the flow
theory to the branding domain, we provide evidence of flow in small- A brand community refers to a social aggregation of brand users and
group-based communities. Although flow has been examined and ap- their relationship to the brand itself (McAlexander et al., 2002). A
plied in many domains (e.g., education, sports, and human-computer successful brand community can turn a dying business into a healthy
interaction), little is known about its role in brand communities. business. For example, the Harley-Davidson Motor Company was once
Notably, we provide evidence of the appropriateness of using a multi- close to going out of business; however, today, it is thriving due to its
dimensional flow in small-group-based brand communities. Second, commitment to building a brand community (Fournier & Lee, 2009).
although flow has been shown to influence brand loyalty (Schouten Consumers value the brand and their relationships with other members
et al., 2007), it has not yet been identified how flow occurs in brand in the community; thus, they become members of the brand community
communities. As such, we identify the brand community characteristics (Carlson et al., 2008; Jang, Olfma, Ko, Koh, & Kim, 2008). A brand
that produce flow. Extending the flow theory, we show how contextual community may be geographically concentrated or virtually online
factors influence flow in the context of brand communities. Third, we (Scott & Rajiv, 2008). Researchers have classified virtual communities
demonstrate the important role of flow in the effects of community as small-group-based communities, in which members usually have
cohesiveness (CC) and information quality (IQ) on brand identification, both online and face-to-face social interactions, and network-based
and brand loyalty. Our results show that flow mediates the effects of CC communities, in which members' interactions are exclusively online
and IQ on brand identification, which subsequently leads to brand (Dholakia et al., 2004). We focus on the former type.
loyalty. Moreover, our findings provide managerial implications for Early brand community studies explored characteristics and pro-
building successful brand communities and developing brand loyalty. cesses. For example, Muniz and O'Guinn (2001) used a customer-cus-
tomer-brand triad perspective in order to understand brand commu-
2. Research framework and theoretical background nities whereas McAlexander et al. (2002) proposed a customer-centric
model to examine brand communities based on the relationships be-
According to the flow theory, flow occurs in a situation where an tween the customer and brand, customer and company, customer and
activity's perceived challenges are matched by a person's perceived product, and among fellow customers. Since then numerous brand
skills (Csikszentmihalyi, 1990). In addition to personal skills, social community studies have emerged. One research stream has focused on
structures influence the ease with which people experience flow investigating the impact of community characteristics on consumers'
(Csikszentmihalyi, 2014). Nakamura and Csikszentmihalyi (2014) attitudes and behaviors toward the brand community and brand (e.g.,
stated that “Rather than focusing on the person, abstracted from con- Habibi, Laroche, & Richard, 2014; Jang et al., 2008; Luo, Zhang,
text, flow research has emphasized the dynamic system composed of Hu, & Wang, 2016; Relling, Schnittka, Ringle, Sattler, & Johnen, 2016),
person and environment, as well as the phenomenology of person-en- and tactics and motivations to participate in communities (Liao,
vironment interactions” (p. 241). In the same vein, it is likely that a Huang, & Xiao, 2017; Ouwersloot & Odekerken-Schröder, 2008). For
brand community's environment would affect members' flow experi- example, Jang et al. (2008) investigated the impact of brand commu-
ences. Moreover, in event marketing, researchers have shown that flow nity characteristics (i.e., IQ, system quality, interaction, and reward) on
influences positive emotions, event image, and brand image (Drenger, community commitment and brand loyalty. Extending the customer-
Gaus, & Jahn, 2008). In brand communities, Schouten et al. (2007) centric model (McAlexander et al., 2002), Habibi et al. (2014) ex-
demonstrated that flow caused by activity participation could enhance amined the impact of the four different relationships on brand trust.
members' ties to a brand community. Therefore, this study proposes Luo et al. (2016) studied how different community interactions (e.g.,
that brand community characteristics will determine flow, and flow will product-information interaction, interpersonal interaction, and human-
lead to brand identification and brand loyalty. computer interaction) influence harmonious community relationships
and customers' identification. According to the theory of organizational
2.1. Flow socialization, Liao et al. (2017) identify three socialization tactics (i.e.,
member education, interaction support, and participation feedback)
Flow is defined as an optimal psychological experience when per- that can encourage membership continuance intention. A second
forming activities (Csikszentmihalyi, 1997) and is characterized into stream of research explores the social and value creation processes in
nine dimensions: clear goals, unambiguous feedback, a challenge-skill brand communities (e.g., Laroche et al., 2012; Schau,
balance, action-awareness merging, concentration on the task at hand, Muniz, & Arnould, 2009; Zaglia, 2013). Extending Muniz and O'Guinn's
sense of control, loss of self-consciousness, transformation of time, and (2001) research, Laroche et al. (2012) studied the impact of social
autotelic experience (Jackson & Marsh, 1996). Flow theory has been media based brand communities on shared consciousness, rituals, tra-
widely applied in different areas, such as education ditions, value creation practices, brand trust, and brand loyalty. Using
(Rathunde & Csikszetnmihalyi, 2005), music (de Manzano, Theorell, the social practice theory, researchers identified value-creating
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practices (Schau et al., 2009) and their influence on community com- willing to give back and contribute more to the community
mitment and brand loyalty (Luo, Zhang, & Liu, 2015). Drawing on the (Johnson & Fortman, 1988). Brand communities provide a platform for
social network theory and social identity theory, Zaglia (2013) explored members to build connections with others (Muniz & O'Guinn, 2001).
how to cultivate consumers' interactions in brand communities. Black Relationship quality among members facilitates their connections with
and Veloutsou (2017) explore co-creation of brand identity, consumer a brand (Algesheimer et al., 2005) and influences their commitment to
identity, and brand community identity, as well as the interactions a brand community (Jang et al., 2008). Thus, CC influences the de-
among the three entities. Kornum, Gyrd-Jones, Zagir, and Brandis's velopment of a brand community (Rozell & Gundersen, 2003). On the
(2017) study shows a nested system of identities in the interplay be- other hand, “brand communities represent an important information
tween brand identities and community identities. source for consumers” (Muniz & O'Guinn, 2001, p. 426). Obtaining and
A third research stream examines the importance of the psycholo- exchanging information is a main motive for brand community parti-
gical processes that underlie consumers' attitudes and behaviors toward cipation (Kim, Choi, Qualls, & Han, 2008). IQ in brand communities
brand communities (e.g., Bagozzi & Dholakia, 2006; Brodie, Ilic, influences consumers' responses and experiences
Juric, & Hollebeek, 2013; Carlson et al., 2008; López, Sicilia, & Moyeda- (Andersen & Srinivasan, 2003) as well as motivation to participate in
Carabaza, 2017; Zhou, Zhang, Su, & Zhou, 2012). Bagozzi and Dholakia brand communities (Madupu & Cooley, 2010). Thus, CC and IQ are two
(2006) integrated the social (i.e., social identity and subjective norms) important characteristics to consider.
and psychological (i.e., attitudes, emotions, and perceived behavioral
control) aspects of behavior in order to study consumers' participation 2.3.1. CC
in brand communities. Carlson et al. (2008) demonstrated that a psy- After joining a community, members feel closely connected to other
chological sense exists in brand communities for those individuals who members (Muniz & O'Guinn, 2001; Rozell & Gundersen, 2003) and are
do not engage in any brand community social interactions. Zhou et al. responsible for integrating and retaining members, as well as assisting
(2012) studied the mechanism of generating brand relationships in other members in the consumption of the brand (Muniz & O'Guinn,
brand communities. López et al. (2017) examined how members 2001). McMillan and Chavis (1986) indicated that a mature community
manage their competing needs for being affiliated with the brand causes members to generate belongingness and emotional security, and
community and for being seen as distinctive by others. Schouten et al. the members consider themselves part of the community. As such,
(2007) found that flow created from participating in brand community group integration is formed and satisfies the need of both the group and
activities can build strong brand loyalty, specifically among automobile individual, resulting in a condition called group cohesiveness. When
owners. Extending Schouten et al.'s (2007) study, we propose that group cohesion is high, members tend to use the group characteristics
brand community characteristics can produce flow, which then leads to to define themselves (Hogg & Terry, 2000).
brand identification. This identification then results in brand loyalty.
2.3.2. IQ
2.3. Brand community characteristics IQ refers to the quality of the information that the members obtain
from the community and can be measured through three dimensions:
Muniz and O'Guinn (2001) observed three markers in brand com- accuracy, completeness and currency (DeLone & McLean, 2003; Nelson,
munities. The first marker is a shared consciousness in which members Todd, & Wixom, 2005). Brand communities provide relevant informa-
feel a strong connection with one another and are aware of differences tion about the brand. The IQ influences members' community com-
from those individuals not in the community. The second marker con- mitment and brand loyalty (Jang et al., 2008).
sists of rituals and traditions, as members have common rituals and
traditions that occur through sharing their stories and experiences. The 2.4. Brand identification
third marker is a sense of moral responsibility and arises because
members have a sense of duty and obligation to the community. As Brand identification is an extension of the social identity theory.
Muniz and O'Guinn (2001), p. 427 stated, “brand communities carry Social identification refers to the agreement between members and
out important functions on behalf of the brand, such as sharing in- their group (Ashforth & Mael, 1989). An individual shares common
formation, perpetuating the history and culture of the brand, and pro- characteristics and beliefs with other members in the group (Balmer,
viding assistance. They provide social structure to the relationship be- 2008; Dutton, Dukerich, & Harquail, 1994). When an individual iden-
tween marketer and consumer.” tifies with a group, he puts more effort in to achieving the group's ob-
Previous studies have examined the impact of brand community jectives because he considers himself part of the group
characteristics on brand community participation and brand equity. (Kuenzel & Halliday, 2008). Similarly, consumers develop identification
The brand community characteristics that have been proposed and with organizations (Bergami & Bagozzi, 2000; Bhattacharya & Sen,
examined include shared consciousness, rituals and traditions, obliga- 2003). Bhattacharya and Sen (2003) suggested that consumers build a
tions to society (Laroche et al., 2012), interaction (Jang et al., 2008; relationship with a brand through brand identification. Consumers
Madupu & Cooley, 2010), relationship quality (McAlexander et al., define or categorize themselves by their brand consumption as the
2002; Ouwersloot & Odekerken-Schröder, 2008), social networking brand satisfies their self-definitional needs (Dutton et al., 1994).
(Laroche et al., 2012; Luo et al., 2015; Schau et al., 2009), subjective
norm (Bagozzi & Dholakia, 2002, 2006), group norm 3. Research hypotheses
(Bagozzi & Dholakia, 2002), normative community pressure
(Algesheimer, Dholakia, & Herrmann, 2005), entertainment value 3.1. Effects of CC and IQ on flow and brand identification: the mediating
(Dholakia et al., 2004; Madupu & Cooley, 2010), reward (Jang et al., role of flow
2008), and IQ (Jang et al., 2008; Madupu & Cooley, 2010). Based on the
reasons outlined below, we decided to examine community cohesive- Brand community members perceive their links to the community
ness (CC) and information quality (IQ) in this study. through their interactions with one another in the community
Consumers obtain hedonic and utilitarian values from their parti- (McMillan & Chavis, 1986). These interactions influence their percep-
cipation in brand communities (McAlexander et al., 2002; Schau et al., tions toward and experience in the community (Algesheimer et al.,
2009). CC and IQ can provide hedonic and utilitarian values, respec- 2005). Social interactions between community members have been
tively. They also influence group formation (Ellemers, shown to influence the flow experience (Lee, 2009). CC is a type of
Kortekaas, & Ouwerkerk, 1999). When members agree with community social support provided by members. Makikangas, Bakker, Aunola, and
objectives and have good relationships with the members, they are Demerouti (2010) found that the levels of job resources (e.g. social
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support) and flow at work were positively correlated. In the same vein, H4. IQ has a positive impact on brand identification.
high CC is likely to increase social support and, thus, flow occurs
Individuals experience the highest levels of happiness while in flow
(Csikszentmihalyi, 1990). Members in the same community have
(Csikszentmihalyi, 1997). Flow experience during a brand encounter
communal needs, beliefs, values and goals. High CC indicates positive
positively increases positive emotions and brand image (Drenger et al.,
interactions between members. Goals will be more likely to be clearly
2008), and brings a favorable brand experience (Shim,
communicated. Members tend to continue their relationship with and
Forsythe, & Kwon, 2015). The greater the attractiveness of a brand to
participate in the community (Peteroy, 1980). They have a strong
consumers, the stronger the consumers identify with the brand (Dutton
connection with one another and share consumption experiences within
et al., 1994). Researchers have also shown a direct positive effect of
the community (Muniz & O'Guinn, 2001). As such, high CC is likely to
flow on brand identification in virtual brand communities (Sha, Wen,
enhance clear goals, unambiguous feedback and the challenge-skill
Gao, & Wang, 2009). Thus, it is expected that when flow occurs during
balance, which are considered of importance to flow (Csikszentmihalyi,
activity participation in a brand community, members feel fully en-
Abuhamdeh, & Nakamura, 2014).
gaged and enjoy the activities that cause them to develop higher brand
Brand communities could be regarded as an alternative form of
identification.
large groups, based on the deindividuation effect (Diener, Lusk,
DeFour, & Flax, 1980). When group cohesion escalates, feelings of H5. Flow has a positive impact on brand identification.
unity, anonymity and normality increase. Such feelings lead to
Based on our theoretical justification, CC and IQ have direct effects
“minimal self-consciousness, behavior [that] becomes spontaneous,
on flow (Csikszentmihalyi et al., 2014; Hausman & Siekpe, 2009). Flow
subjective feeling that time is passing quickly, and unusual experience”
also influences brand identification (Sha et al., 2009). We posit that
(Forsyth, 2006, p. 581), which are consistent with the dimensions of
flow will mediate the effects of CC and IQ on brand identification.
flow (e.g., concentration, loss of self-consciousness, autotelic experi-
ence and transformation of time). Thus, it is expected that CC has a H6. Flow mediates the effect of CC on brand identification.
positive impact on flow.
H7. Flow mediates the effect of IQ on brand identification.
H1. CC has a positive impact on flow.
McMillan and Chavis (1986) indicated that a shared emotional 3.2. Effect of brand identification on brand loyalty
connection is an important characteristic of a mature community and
relies on interactions between members. Positive interactions facilitate Brand loyalty is defined as the degree of a consumer's emotional
social processes and the development of community goals and cultures attachment to a brand (Aaker, 1991) and indicates that consumers will
in a highly cohesive community. When members share communal goals make repeated purchases and recommend the brand to others
and cultures, they are more likely to consider themselves part of the (Gronholdt, Martensen, & Kristensen, 2000). Researchers have shown
brand community (Dholakia et al., 2004). In a high cohesiveness that consumer-brand relationships (Luo et al., 2015), consumers' en-
community, the emotional connection with the brand community in- gagement (Brodie et al., 2013), and social influence in brand commu-
fluences members' behaviors (Lieberman, Yalom, & Miles, 1973). As nities (O'Donnell & Brown, 2012) influence brand loyalty. Social iden-
such, members tend to use brand community characteristics to define tity facilitates the development of an individual's citizenship behavior
themselves (Hogg & Terry, 2000). They are more likely to identify with to a group (Bergami & Bagozzi, 2000). When members have a strong
the brand. We expect CC to have a positive impact on brand identifi- identification with a group, they consider themselves to be part of the
cation. group and are likely to be a group supporter (Mael & Ashforth, 1992).
Such a relationship will lead to long-term preferences toward the group.
H2. CC has a positive impact on brand identification.
Researchers have indicated that high company identification makes
The purpose of building a brand community is not only to develop consumers loyal to a company's existing products and gives them a
relationships with consumers, but also to provide information to them. willingness to try new products (Bhattacharya & Sen, 2003). When
Some members participate in a brand community in order to gain consumers are more identified with a brand, they tend to have stronger
product information (Ouwersloot & Odekerken-Schröder, 2008). Thus, commitment (Tuškej, Golob, & Podnar, 2013; Zhou et al., 2012) and
brand community IQ influences members' use experiences, willingness loyalty to the brand (Stokburger, 2010). In the sports team context,
to participate (Andersen & Srinivasan, 2003; Nelson et al., 2005), and Karjaluoto, Munnukka, and Salmi (2016) showed that the more fans
attitudes toward the brand community (Brown, Broderick, & Lee, identify with a team, the higher team loyalty they are. In the same vein,
2007). Prior research has shown that IQ of a website positively influ- we expect brand identification to have a positive effect on brand loy-
ences flow (Hausman & Siekpe, 2009) because the informative content alty.
is likely to grab consumers' attention. In the same vein, if members
H8. Brand identification has a positive impact on brand loyalty.
could receive accurate, complete, and current information from the
brand community, then flow is likely to occur. For example, when an
automobile community member accepts a challenge task to participate 4. Methodology
in a road trip, high IQ can facilitate unambiguous feedback and a
challenge-skill balance, which generate flow. Thus, we expect IQ to 4.1. Sample, survey development, and data collection
have a positive impact on flow.
Using a list of automobile clubs in Taiwan gathered from a
H3. IQ has a positive impact on flow.
Taiwanese sports agency, we selected respondents from 47 automobile
IQ not only enhances members' intentions to participate in a brand brand communities. Using snowball sampling, the surveys were dis-
community (Jang et al., 2008), but also influences relationship quality tributed with the assistance of the existing members of these brand
(McAlexander et al., 2002). When IQ of a brand community is high, communities. Following the procedure used in the established cross-
members trust the information provided by other members. They are cultural research, a translation–back translation procedure (Brislin,
likely to spend more time interacting and sharing their passion for the 1986) was used to translate the survey questions from English to Chi-
brand with other members. As such, their identification with the brand nese and then back to English. We also talked to brand community
will develop. Therefore, we expect IQ to have a positive impact on members to ensure the questions were clear. The survey consisted of six
brand identification. sections, including five sections measuring CC, IQ, flow, brand identi-
fication, and brand loyalty, and one section focusing on demographic
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Table 1
Scale items and reliabilities.
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empirically test the role of flow in the effect of brand community The results from our research contribute to the branding, brand
characteristics on brand identification and loyalty. The findings support community, and flow theory literature in four respects. First, we ad-
our hypotheses that CC and IQ of a brand community affect flow and, vance our knowledge in the brand community field with a focus on
subsequently, result in brand identification and loyalty. Specifically, the consumer experience-centric perspective (McAlexander et al., 2002;
results showed that CC and IQ positively influenced flow. This finding is McAlexander et al., 2003; Muniz & Schau, 2005), and verified the ex-
consistent with Csikszentmihalyi's (1990) argument that, when an in- periential benefits proposed by Bruhn, Schnebelen, and Schäfer (2014).
dividual understands the group culture and has a clear idea of the Our findings provide additional evidence that transcendent consumer
group's goal, he is more likely to experience flow. When CC increases, experience such as flow facilitates brand building (Schouten et al.,
members become engaged in sharing their authentic experiences and 2007). Second, this study strengthens the legitimate position of flow in
goal-related feedback, and are more likely to feel that they are part of the branding and brand community literature. Few studies have con-
the community. Thus, they are more likely to experience flow. In ad- nected the flow concept to the branding and brand community litera-
dition, when members receive immediate and accurate information (or ture. The concept has been applied to and examined in various do-
feedback) from the brand community, they are more likely to experi- mains, such as leisure activities, daily experiences, creativity and well-
ence flow. Consistent with the technology acceptance model (Davis, being, sports, learning in educational settings, human–computer inter-
1989), IQ influences members' perceptions. When the brand community action, game-based learning, and media use (Engeser & Schiepe-Tiska,
provides high quality information, members perceive that they have 2012). However, little is known about its role in branding and the brand
control over the issues or challenges at hand and, thus, the information community. Schouten et al. (2007) showed that flow influences loyalty
facilitates the occurrence of flow (Li & Browne, 2006). In addition to the in a brand community; however, they did not identify antecedents of
direct effect on flow, IQ directly influenced brand identification. Our flow or focus on the multi-dimensional aspect of flow. The results of our
results also showed that flow positively influenced brand identification study show that brand community characteristics (i.e., CC and IQ)
and, subsequently, led to brand loyalty. Flow experiences make the produce flow and provide additional support of using the multi-di-
brand community attractive to members and, thus, members develop mensional flow.
identification with the brand. Once members have a high identification Third, our study identified two external antecedents of flow: CC and
with a brand, they perceive that they are part of the brand community IQ. This is echoing Csikszentmihalyi (2014), who argued that previous
and are more brand loyal. Our findings showed that flow mediated the research focused on individual factors and neglected the contextual
effects of CC and IQ on brand identification.3 The results revealed the factors that produce flow. Our findings could enrich the research stream
important mediating role of flow in developing brand identification in on contextual antecedents of flow. Forth, our study demonstrates the
brand communities. important role of flow in building brand loyalty in brand communities.
Unlike previous research that focused on the direct impact of brand
community characteristics on members' commitments to and identifi-
3
It is noted that the results from the structural model suggest that flow fully mediates cation with the community and the brand (e.g., Jang et al., 2008;
the effect of CC on brand identification as the effect of CC on brand identification was not Laroche et al., 2012), we showed the mediating role of flow from
significant (H2). The mediation analysis results suggest that flow partially mediates the consumer experience-centric perspective in regard to building brand
effect of CC on brand identification. Such a difference exists might be due to the fact that identification in the brand community. This brand identification results
Structural Equation Model considers direct and indirect effects among all of the variables
in the model simultaneously whereas the mediation analysis focuses on the IV, the
in brand loyalty. Flow, the peak experience, which occurred while
mediator, and the DV. More empirical studies are needed to investigate this mediation participating in the brand community, played an important role in
effect. producing positive outcomes toward the brand. Previous research
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indicated that consumers identify with a company when the company is influences flow and brand loyalty. Second, we did not control for
attractive (Bhattacharya & Sen, 2003). Similarly, we showed that when members' involvement and expertise. Moreover, because we adopted
brand community characteristics produce flow, brand identification snowball sampling, the samples would not be representative of each
increases. Our findings also provide additional support that brand brand community in order to perform any comparisons between the
identification leads to brand loyalty in the brand community context communities. Future research may want to control for or manipulate
(e.g., Carlson et al., 2008). some of these variables in order to see how they influence the observed
Our findings have considerable managerial implications for brand effects in our study. Third, this research investigated automobile brand
managers in developing successful brand communities. First, our find- communities in Taiwan. Thus, the samples from this specific brand
ings suggest CC and IQ are two antecedents of flow. Brand managers community in Taiwan may limit the generalizability of the findings.
have to dedicate efforts to enhancing CC. As shared consciousness, Companies in various industries from consumer products (e.g., Being
which refers to a strong connection between community members, is Girl operated by Procter & Gamble) to beverages (e.g., My Starbucks
one of the most important characteristics of brand communities, brand Idea run by Starbucks) attempt to leverage of power of brand com-
managers should implement initiatives to strengthen this connection. munities. Future research should examine the robustness of the pro-
Social cohesion literature suggests various ways to enhance group co- posed model across brand communities in different industries.
hesiveness. For instance, brand managers could regularly hold or
sponsor face-to-face social and challenge activities so that community References
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Basic Books. Chia-wu Lin is a Professor at the Department of Business Administration, National Dong-
López, M., Sicilia, M., & Moyeda-Carabaza, A. A. (2017). Creating identification with Hwa University, Hualien, Taiwan. His research interests include leadership, organiza-
brand communities on twitter. Internet Research, 27(1), 21–51. tional identity & identification, and consumer psychology. His work has appeared in
Luo, N., Zhang, M., Hu, M., & Wang, Y. (2016). How community interactions contribute Journal of Business Research, Journal of Occupational and Organizational Psychology, Asian
to harmonious community relationships and customers' identification in online brand Journal of Social Psychology, and Asian Case Research Journal.
community. International Journal of Information Management, 36(5), 673–685.
9
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Shu-Hao Chang is an associate research fellow at the Science & Technology Policy
Kai-Yu Wang is an Associate Professor of Marketing at the Goodman School of Business, Research and Information Center, National Applied Research Laboratories, Taipei,
Brock University, Ontario, Canada. His research interests include internet and social Taiwan. His research interests include consumer behavior, industrial marketing man-
media marketing, consumer psychology, marketing communication, and service mar- agement, strategy management, and technology management. His work has appeared in
keting. His work has appeared in Journal of Business Research, Cyberpsychology, Behavior several decent journals, including Industrial Marketing Management, Journal of Marketing
and Social Networking, Computers in Human Behavior, International Journal of Advertising, Theory and Practice, and Computers in Human Behavior.
Journal of Advertising, Industrial Marketing Management, Journal of Service Theory and
Practice, and The Service Industries Journal.
Jin-An Lin graduated from National Dong-Hwa University, Hualien, Taiwan. His research
interests include consumer community and flow in fan clubs.
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