The effect of brand community on Electronic Word of Mouth (eWOM) and brand loyalty mediated by brand love: A pilot study

Abstract

Previous literature suggests that strong brand communities and brand love can influence electronic word of mouth (eWOM) and brand loyalty. Although consumer bonding within communities is known to generate positive outcomes for brands, the mediating role of brand love in this relationship remains unclear. This pilot study examines the mediating role of brand love in the relationship between brand community, eWOM, and brand loyalty. Data were collected through a self-administered survey using a non-probability convenience sampling method. The study involved 100 online gamers as participants. Data analysis was conducted using SPSS version 23.0, with mediation testing performed through Hayes' PROCESS macro. The results show that brand love partially mediates the relationship between brand community and both eWOM and brand loyalty. This study offers theoretical insights into the emotional mechanisms that link brand community participation with consumer behavioral outcomes, contributing to the growing literature on brand community dynamics.