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We investigate the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand evangelism, and community evangelism, developing a structural equation model set within the context of online brand communities for newly hybridized roses. The analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities. Findings highlight that small communities operate differently from larger ones with regard to numerous aspects, and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in word of mouth for the community more than in word of mouth for the brand. Managerial implications are addressed.

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Purpose -The purpose of this paper is to analyse the relation between hedonic/utilitarian shopping behaviour and a number of key variables, such as store loyalty, perceived value, purchase frequency, money spent, price consciousness, age and gender. The paper aims to provide useful managerial implications for managers of fashion specialty shops. Design/methodology/approach -Factor analysis, analysis of variance and structural equation model, depending on the nature of the considered variables, their theoretical robustness, background and potential implications. Data collected by means of a questionnaire in a natural setting; sample size of 300 respondents. Findings -Provides information about the effects of hedonic and utilitarian behaviour, indicating which variable is affected and how, and suggesting that playfulness pays back, but is not predetermined by gender or age. Research limitations/implications -Fashion stores for apparel have been considered only: further research could consider also different retailing formats and product categories. Practical implications -A useful source of information and advice for managers operating in fashion specialty shops. The paper suggests what retailers should focus on and why. Originality/value -This paper conducts a detailed analysis of suggestions addressed in the relevant literature, providing empirical support and highlighting new findings and relations.

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