This study is based on the Social Identity Theory and examines the positive impact of brand community engagement on brand polarization. It also explores the mediating role of brand knowledge and the moderating role of perceived brand rivalry intensity...
This study is based on the Social Identity Theory and examines the positive impact of brand community engagement on brand polarization. It also explores the mediating role of brand knowledge and the moderating role of perceived brand rivalry intensity in this relationship. An online survey conducted with 442 brand community participants revealed that active engagement in brand communities significantly enhances brand knowledge. This, in turn, intensifies the emotions and attitudes they hold towards the brand and towards in-groups and out-groups, further leading to brand polarization. Furthermore, the study finds that the more intense the perceived rivalry between brands, the more pronounced this polarization effect becomes. The findings of this study illuminate how brand communities influence consumers extreme perceptions of brands, providing empirical foundations and strategic guidelines for brand managers to effectively utilize brand communities in building an ideal brand image.