<p>This study uses the integrated brand community (IBC) framework to examine how brand community dissolution influences consumer relationships and key brand outcomes, including trust, loyalty, advocacy, self-brand connection, and equity. Findings from a quasi-experimental design reveal that dissolution significantly weakens customer-brand, customer-company, and customer-customer relationships, while the customer-product relationship remains resilient. Additionally, brand equity remains stable across groups despite declines in other relational dimensions. Notably, former members exhibited similar levels of engagement as aspirational members who never joined the community, suggesting that dissolution may not be more detrimental than never establishing a community. These results advance our understanding of brand communities and highlight the critical role of organizational structures in maintaining consumer-brand relationships.</p>