2023 Volume 29 Issue 1_2 Pages 2_75-2_97
By developing a model that adds social network quality, an assessment of the quality of social networks in brand communities, to the framework of people's need for affiliation and social identity theory, this study aims to clarify the impact of brand communities on consumers' overall life-related well-being, which is not limited to consumption or brands. The results revealed the following two findings: (1) social network quality is an antecedent of brand community identification, and (2) brand community identification is a leading factor in consumers' overall life-related well-being, which is not limited to consumption or brands. Furthermore, mediation analysis using the bootstrap method revealed that the impact of social network quality on consumers' overall life-related well-being, which is not limited to consumption or brands, is mediated by brand community identification.
