Social Behavior and Personality An International Journal · 2014 · 15 citations · 0 references
BusinessMarketingMarketing ManagementBrand ManagementCompetitive AdvantageRelationship MarketingBrand AssociationsBrand IdentityBrand ImageBrand Relationship ManagementEmbeddednessNetwork EffectsBrand Associations NetworkBrand InvolvementBrand Relationship StructureSocial Exchange ModelsSocial Exchange ProcessesSocial Knowledge Exchange
Based on social exchange theory, we examined the relationship between network embeddedness and the brand-related behavior intentions of community members from the perspective of psychological ownership. The results indicated that network embeddedness (structural and relational embeddedness) positively impacts psychological ownership, while psychological ownership positively impacts brand-related behavior intentions (protecting relevant brands and repelling competitive brands) and mediates the effects of network embeddedness on such intentions. Theoretical and practical implications in this study are discussed.