Components of Brand Community and Brand Commitment (Banking Industry)

This study was conducted intending to investigate the impact of brand community identification and commitment on brand commitment. This study is an applied research in terms of objective and a correlation research in terms of method. Questionnaires and survey method have been applied for data collection.The research population consists of the members of the customers club of Mellat Bank in Branches of Yazd Township, and 180 acceptable samples have been selected through simple random sampling. Data were analyzed on LISREL software applying structural equations modeling and confirmative factor analysis. Also the meditating role of the variable of brand community commitment has been examined using Sobel Test. Findings of the study showed that brand community identification has a significant effect on brand community commitment. Also the effect of brand community commitment on brand commitment was confirmed, and it was concluded that brand community identification affects brand commitment through brand community commitment.

Keywords:

Brand community identification , Brand community commitment , Brand commitment