Researchers have developed a rich body of literature that examines the effect of product popularity on consumers’ choice through either economical or non-economical lens. However, there has been little work studying both two processes of consumers’ collective behavior, even though this behavior can be driven by distinct mechanisms simultaneously. Against the research context of brand switching, this research makes reference to the three-component commitment model and offers a framework that links brand popularity to customer continuance through the key mediating role of customer commitment. Drawing on cue utilization theory, I also theorize three primary brand popularity cues and investigate their nuanced effects on customer commitment and brand continuance intention. The analytical results from a popular virtual community of consumption in China show empirical evidence supporting most hypotheses. This research enriches extant literature by proposing and testing multiple mechanisms of brand-herding behavior. It also sheds light on marketing practice.
Heng, Tang, "How Does Brand Popularity Affect Patrons’ Continuance? Examining the Mediating Role of Customer Commitment" (2019). ACIS 2019 Proceedings. 22.