How to Improve Brand Identification through Virtual Community: The Role of Participation and Perceived Usefulness

The present study focuses on the paths to improve brand identification through virtual community and emphasize the role of perceived usefulness and the participation. The rational is to provide tactics for practitioners to enhance their abilities to manage the virtual brand community. Results show differential effects among these relationships. Virtual brand community experience has a significant positive effect on perceived usefulness. Perceived usefulness not only exerts direct influence on brand identification but also affects indirectly through participation in community. Managerial implications are discussed and suggestions are made for future research directions.