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Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

Li-Chun Hsu (Department of Cultural Resources and Leisure Industries, National Taitung University, Taitung, Taiwan)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 17 July 2019

Issue publication date: 20 January 2020



This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion.


Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model.


Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit.

Practical implications

The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management.


This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.



Hsu, L.-C. (2020), "Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages", Journal of Product & Brand Management, Vol. 29 No. 1, pp. 31-51.



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