THE EFFECT OF BRAND COMMUNITY ON BTAND IDENTIFICATION AND COMMITMENT

During the recent years, brand management has been considered in correspondence with the management of the relationships within the brand community. For an efficient management of these relationships, organizationsmust develop brand community identification and brand community commitment. The aim of the present study is to investigate the effect of brand community on brand identification and commitment. The research model consists of the variables of brand community identification, brand community commitment, brand identification, and brand commitment. Research population includes the members of the customer club of the branches of Mellat Bank in Yazd Township, of which 180 acceptable samples were selected randomly. This study is an applied research using correlation method. Required data were collected using questionnaire and a survey method. In order to examine the model and the hypotheses, structural equations modeling has been used with the contribution of partial least squares method and Smart PLS. findings of the study show that brand community identification has a significant effect on brand identification and correlates with brand community commitment. The relationship between brand identification and brand commitment has also been confirmed.

Brand community identification, Brand community commitment, Brand identification, Brand commitment