H1: Integration in the Jeep brand community (IBC) is a function
of the customers’ perceived relationships with their
own vehicles, the brand, the company, and other owners.
H2: Customers will report more positive relationships with
their own vehicles after participating in the brandfest.
H3: Customers will report more positive relationships with the
Jeep brand after participating in the brandfest.
H4: Customers will report more positive relationships with
Jeep as a company after participating in the brandfest.
H5: Customers will report more positive relationships with
other Jeep owners after participating in the brandfest.
H6: The overall level of integration in the Jeep brand community
will increase as a result of participation in the brandfest.