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| How Does Network Density of Brand Community Affect Brand Loyalty? |
| XUE Hai bo,WANG Xin xin |
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Abstract By investigating a youth-art brand community through field study and empirical analysis, this paper reveals the mechanism of how network density of brand community affects brand loyalty. Results show that: the network density has a significant, positive effect on brand loyalty. Brand community identification and self-brand connections play an important role in mediating the relationship between network density and brand loyalty. Among them, the brand community identification acts as a full mediator either in the relationships between network density and brand loyalty or in the relationships between network density and self-rand connections. Furthermore, the self-rand connection is a partial mediator between brand community identification and brand loyalty. Finally, this paper discusses the theoretical contributions and practical significance of this study, and indicates the limitations and dire
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Received: 02 September 2010
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Corresponding Authors:
XUE Hai bo
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2011, Vol. 1 
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