Comparing Emotional Brand Attachment in Small-Group and Network-Based Brand Communities

Emotional brand attachment is a key driver of long-term consumer–brand relationships, yet limited research has examined how different brand community structures foster such attachment. This study compares the effects of participation in small-group versus network-based brand communities and investigates the moderating role of regulatory focus. Using an online survey of 1,773 consumers from two Chinese-speaking markets, hierarchical regression analyses were conducted while controlling for product