We investigate the antecedents and consequences of consumers' relationships with the brand and the brand community, and the interplay between them. Both positive (through the construct of community engagement) and negative (through normative community pressure and reactance) aspects of brand...

Purpose – The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand-owner, and thereby close a gap in the literature to date. Design/methodology/approach –...