Burnasheva, Regina, Yong Gu Suh, and Katherine Villalobos-Moron. "Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brands." Journal of Global Fashion Marketing 10.1 (2019): 50-65.

This study examines how a sense of community and social identity impact brand love and subsequently influence brand advocacy within luxury online brand communities (OBCs), utilizing the stimulus–organism–response (S–O–R) framework. The research finds that both sense of community and social identity positively affect brand love, which in turn significantly affects brand advocacy. The study also confirms the mediating role of the sense of community between social identity and brand love. Utilizing structural equation modeling (SEM) via AMOS, the findings offer both theoretical and managerial insights, suggesting that understanding the influence of sense of community and social identity can aid in enhancing marketing strategies in OBC settings.