Antecedents of brand love in online network-based communities. A social identity perspective

Purpose This paper aims to analyse the antecedents of brand love in online network-based communities and to develop an integrative conceptual model in which social-interactive engagement influences brand love via the mediating effects of social identity. Design/methodology/approach A survey was conducted on the Facebook fan pages of 20 leading international brands. A total of 387 responses were collected from consumers living primarily in Europe...