... conditions for a successful brand community formation process. Social identity theorists would argue that behavior is a corollary of an overall community identity, rather than an outcome (Ashforth et al., 2008 ; Ashmore et al., 2004), which places doubt to the proposed causality...

... of or enthusiasm toward a brand but also by aspects that have often been overlooked in previous literature. © Emerald Group Publishing Limited 2015 Participation Social identity Brand community Customer brand-relationship Personal identification Social environment Societies...