Purpose

This paper aims to explore whether or not and how brand community supportive climates (information- versus emotion-supportive climates) have an impact on consumer-to-consumer helping behavior.

Design/methodology/approach

A survey of users of cell phone brand communities was conducted, and data from 413 participants were used to validate the hypotheses of this study.

Findings

Results indicated that emotion- and information-supportive climates enhance consumer-to-consumer helping behavior through consumer–community relationships (i.e. brand community identification and brand community commitment).

Research limitations/implications

To enhance the external validity of this research, future studies could investigate other settings (e.g. social media-based brand communities and brands of other product types) in countries with different religious beliefs.

Practical implications

Marketers should create an environment where consumers feel informationally and emotionally supported within the brand community, thereby enabling the former to enhance their relationships with their brand communities and ultimately increase consumers' helping behavior.

Originality/value

By dividing the supportive climate into two parts, the current study enriched the literature on community climate. Moreover, the authors complemented and expanded the literature on consumer helping behavior.

中文翻译：

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品牌社区支持氛围对消费者对消费者帮助行为的影响

目的

本文旨在探讨品牌社区支持气候（信息支持与情感支持气候）是否以及如何影响消费者对消费者的帮助行为。

设计/方法/途径

对手机品牌社区的用户进行了调查，并使用来自 413 名参与者的数据来验证本研究的假设。

发现

结果表明，情感和信息支持的氛围通过消费者-社区关系（即品牌社区认同和品牌社区承诺）增强了消费者对消费者的帮助行为。

研究局限性/影响

为了增强本研究的外部有效性，未来的研究可以调查具有不同宗教信仰的国家/地区的其他环境（例如，基于社交媒体的品牌社区和其他产品类型的品牌）。

实际影响

营销人员应该创造一种环境，让消费者在品牌社区内感受到信息和情感上的支持，从而使前者能够加强他们与品牌社区的关系，并最终增加消费者的帮助行为。

原创性/价值

通过将支持性气候分为两部分，当前的研究丰富了关于社区气候的文献。此外，作者补充和扩展了关于消费者帮助行为的文献。