Effects of brand community social responsibility: roles of collective self-esteem and altruism

The social responsibility of brands and consumers within brand communities is a new phenomenon that can have important implications for brands, communities, consumers. However, previous research on the relationship between community (BCSR) brands/communities still in its infancy effects BCSR are unclear. Based theories responsibility, collective self-esteem, altruism, relationship, this study explores effect loyalty behavior (i.e., purchase recommendation intentions) to community. empirical results partial least squares modeling reveal way forming commitment enhances (purchase intentions). Moreover, self-esteem partially mediates commitment, altruism moderates self-esteem. findings enrich literature point out managerial implications.