This research assesses brand performance on the social network by adopting the stimulus-organism-response framework to understand service branding in the insurance industry. We used an applied research method, collected data through an online survey, and used structural equation modeling under partial least squares to analyze the data. The results showed that brand community engagement influences cognitive and affective attitudes. Also, community relationship investment had a positive effect on brand community engagement and affective attitude but did not predict cognitive attitude. Also, cognitive and affective attitudes affected brand loyalty and brand recommendation. The results confirm the significance of all mediating relationships except the relationship between community relationship investment relationship and brand performance through cognitive attitude. This research may help firms in the insurance industry enhance their brand performance by involving customers by controlling appropriate stimuli.