Effect of network embeddedness on brand-related behavior intentions: Mediating effects of psychological ownership

Based on social exchange theory, we examined the relationship between network embeddedness and the brand-related behavior intentions of community members from the perspective of psychological ownership. The results indicated that network embeddedness (structural and relational embeddedness) positively impacts psychological ownership, while psychological ownership positively impacts brand-related behavior intentions (protecting relevant brands and repelling competitive brands) and mediates the effects of network embeddedness on such intentions. Theoretical and practical implications in this study are discussed.