... as a means of differentiating community members. As such, the purpose of this paper is to segment brand communities based on not only their participation behavior but also their identification with the brand community, loyalty and benefits gained from membership. Design/methodology/approach This study...

...Frank Huber; Frederik Meyer; David Alexander Schmid Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner...

... banks. Findings – The findings demonstrate that CSR perceptions positively impact customer identification with the banking company, emotions, satisfaction, recommendation and repurchase behaviours in both samples. However, CSR is perceived differently by customers depending on the type of banking...