“…In this study, brand community commitment has been measured as a unidimensional multi-item construct. Although this is by far the most common approach (Jang et al, 2008;Kim et al, 2008;Hur et al, 2011;Zhou et al, 2012;Chen & Ku, 2013;Kuo & Feng, 2013;Munnukka et al, 2015;Relling, Schnittka, Sattler & Johnen, 2016;Jinghua Huang, 2017;Lim & Kumar, 2017), and although it is far better than other existing operationalizations of the construct, which have relied on a single item measure of brand community commitment (Woisetschlager, Hartleb & Blut, 2008;Jung, Kim & Kim, 2014), one can argue that the construct is composed of an affective, normative, and calculative dimension (Meyer & Allen, 1991). Further studies could test whether participation has a differential impact on commitment if considered as a multi-dimensional multi-item construct.…”