This research investigates the intermediate mechanism that translates brand communities into brand relationships. Using a sample of online brand communities from China, the study finds that consumer brand attachment plays a full mediating role between brand community commitment and brand...

Using observational learning theory, this study investigates how simply viewing posts can affect visitors' intentions to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived social value, which in turn increases visitors' intentions...