Antecedents to strong identification with fan communities of human brands

Article

Han, J. and Shin, S. 2017. Antecedents to strong identification with fan communities of human brands. Journal of Business Research [Korean]. 32 (2), pp. 357-373. https://doi.org/10.22903/jbr.2017.32.2.357
TypeArticle
TitleAntecedents to strong identification with fan communities of human brands
AuthorsHan, J. and Shin, S.
Abstract

As the human brands are becoming more popular and influential, their influences on the lives of people also getting more significant. Fans of certain human brands create or participate in the fan community to seek like-minded others for sharing same interests and enthusiasms. In doing so, fan community members identify themselves with the fan community and support the human brand they like by doing community- based group behaviors. Thus, well-established fan communities are very influential and provide great marketing opportunities, suggesting the importance of the studying the fan communities. This study examined the dynamics among human brand, fans, and fan community identification. Results of the study found that attachment to human brand influences fan community identification positively. Furthermore, one community-related variable, human brand-fan community similarity, and one consumer-related variable, need for belongingness, were found to strengthen the relationship between human brand attachment and fan community identification. Implications that the results of this study provides are also discussed.

KeywordsHuman Brands; Fan Community; Community Identification; Need for Belongingness; Human Brand-Fan Community Similarity
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherKorean Association of Industrial Business Administration
JournalJournal of Business Research [Korean]
ISSN1226-458X
Publication dates
Print02 May 2017
Publication process dates
Submitted27 Mar 2017
Accepted01 May 2017
Deposited31 Oct 2023
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.22903/jbr.2017.32.2.357
LanguageEnglish
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