This study delivers further insights on the phenomenon of brand communities. A key objective of this research was to develop a theoretical framework of behavioral attributes that show high relevancy for brandcommunity members. Additionally, the author evaluated the impact of the behavioral attributes on the performance measures „brand patronage,“ as well as „price tolerance.“ The appropriateness of brand communities to attain marketing objectives with performance impact, such as purchase intention, recommendation intention and tolerance of price increase, is examined.
KeywordsPurchase Intention Behavioral Attribute Performance Impact Customer Retention Brand Community
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