“…First, while prior research has investigated brand engagement in online brand communities, less is known regarding the effect of the affective and cognitive dimensions of brand identity and engagement. For example, recent research on online brand communities have examined the effects of self‐brand connection (Bowden & Mirzaei, 2021), brand community motivations (Haverila et al, 2020), brand community identification (Kaur et al, 2020; Matute et al, 2019), brand community involvement (Carlson et al, 2021), and brand psychological ownership (Kumar, 2021) on engagement in various types of brand communities (i.e., firm‐initiated vs. peer‐initiated). Moreover, recent studies have examined the different dimensions of brand community engagement, namely affective (Algharabat et al, 2020; Dessart et al, 2019; Gómez et al, 2019), cognitive (Algharabat et al, 2020; Islam et al, 2018; Naumann et al, 2020), behavioral (Gómez et al, 2019; Harrigan et al, 2018; Kaur et al, 2020), and social (Bowden & Mirzaei, 2021; Carlson et al, 2021; Hollebeek et al, 2019).…”