Tsai, Hsien-TungHsien-TungTsaiHENG-CHIANG HUANGChen, Wen-KuoWen-KuoChen2023-03-302023-03-302015-01978-3-319-10863-6978-3-319-10864-323636165https://scholars.lib.ntu.edu.tw/handle/123456789/629924In today's highly competitive and often hostile marketing environment, brand communities offer a fresh, effective, and vital approach to forging deep and enduring affective bonds between consumers and brands. Because of the growing recognition that value is created by the brand community in the exchange process, marketing scholars continue to dedicate a considerable amount of effort to understanding the process of brand community cultivation. A key feature of this process is brand community participation (BCP). In this research, we set three primary objectives in order to enhance the understanding of BCP and its antecedents and consequences.enCommunity Participation | Community Rule | Imitative Behavior | Relational Trust | Relationship Satisfactionbook part10.1007/978-3-319-10864-3_572-s2.0-85145102394https://api.elsevier.com/content/abstract/scopus_id/85145102394