英文摘要 |
Social media platforms establish social relationship between the consumer and the brand community is the current mainstream of marketing issues. This study explores how different approaches of perceived similarity affect on community citizenship behavior. Using the Cognition-Affect-Conation Model (C-A-C) to develop research model, this research explores which similarity approaches maintain the relationship determinants between consumer and the brand. The research sample consists of 427 members who have used Apple product and used Apple Fan Page for more than one year. In the mediation effect, in addition to the brand affective commitment fully mediate brand identification and community members to help other community member, brand affective commitment partially mediate dual identification factors and community citizenship behavior. This study also provides conclusions and practical implications to marketers. |