Abstract: A “brand community” is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. By mainly employing the social identity theory and the theory of planned behavior, existing studies try to reveal how brand community forms, develops and functions. Findings indicate that factors such as consumers’ attitude toward brands and perceived subjective norms will influence their community participations. In turn, community participation can result in brand identity, and consequently maintain and improve brand loyalty. Authors argue that more relevant variables, such as self-esteem, self-awareness and social identity threat, should be incorporated into the research of brand community. Authors also caution that cultural differences need to be taken into account in indigenous research.

Key words: brand community, social identity, Theory of Planned Behavior