In the study of marketing, researchers have been increasingly interested in the antecedents and consequences of brand community identification (see Table 7.1). In terms of antecedents, researchers to date have reported that brand community identification is significantly impacted by consumer attitudes toward the focal brand (e.g., brand relationship quality, brand identification, and brand passion) (Algesheimer et al. 2005; Carlson et al. 2008; Füller et al. 2008), consumer characteristics (e.g., extraversion, openness, materialism, and social insecurity) (Füller et al. 2008; Rindfleisch et al. 2008), and consumers’ identification with the peer group (Carlson et al. 2008). In the sport management literature, empirical research shows that an individual’s identification with a fan community is significantly impacted by sport fans’ group experiences (Grant et al. 2011), rituals and traditions (Grant et al. 2011), physical facility (Grant et al. 2011), and the social interactions between highly committed leaders and other followers at brandfests (Katz and Heere 2013). Brandfests have been described as brand-centered, corporate-sponsored event where a significant number of brand users and potential users celebrate and engage in brand consumption and social interactions with other consumers (McAlexander et al. 2002).