What is it about?
Brand communities have become a popular research area in the last decades. However, the topic still raises several questions. The current study aims to examine how the psychological sense of a brand community influences commitment, loyalty and word-of-mouth; and how self-concept congruency affects the psychological sense of a brand community.
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Why is it important?
This study has developed a new model. Placing self-concept congruency in the loyalty models is a novelty, and its effect on the psychological sense of a brand community is a new result.
Perspectives
I hope that the developed new model could offer a basis for further scientific and practical applications.
Klára Kazár
University of Szeged
Read the Original
This page is a summary of: Brand communities and self-concept congruency in the case of a music festival, Tourism and Hospitality Research, February 2019, SAGE Publications,
DOI: 10.1177/1467358419833735.
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