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Journal articles on the topic 'Brand communities'
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Barnet, Katherine, and Sharmila Pixy Ferris. "Brand Loyalty and Online Brand Communities." International Journal of Online Marketing 6, no. 3 (July 2016): 50–61. http://dx.doi.org/10.4018/ijom.2016070104.
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This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.
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Coelho, Arnaldo, Cristela Bairrada, and Filipa Peres. "Brand communities’ relational outcomes, through brand love." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 154–65. http://dx.doi.org/10.1108/jpbm-09-2017-1593.
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PurposeThis paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.Design/methodology/approachIn total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.FindingsThis investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communities has an important effect on brand love, word-of-mouth, advocacy and brand loyalty. Building on the foundations of previous studies, this research also highlights the role of brand love on word-of-mouth, brand advocacy and brand loyalty and the impact of brand loyalty on word-of-mouth, brand advocacy and brand loyalty.Originality/valueThis investigation makes two major contributions: first, investigating the impacts of brand communities, and second, using the mediating effects of brand love on relational outcomes.
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López, Manuela, María Sicilia, and Alberto Alejandro Moyeda-Carabaza. "Creating identification with brand communities on Twitter." Internet Research 27, no. 1 (February 6, 2017): 21–51. http://dx.doi.org/10.1108/intr-12-2013-0258.
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Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.
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Hellmann, Kai-Uwe, and Peter Kenning. "Brand Communities." WiSt - Wirtschaftswissenschaftliches Studium 37, no. 11 (2008): 609–11. http://dx.doi.org/10.15358/0340-1650-2008-11-609.
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김주란 and 이기훈. "Analyzing Social Brand Communities VS. Online Brand Communities." Journal of Practical Research in Advertising and Public Relations 8, no. 3 (August 2015): 31–53. http://dx.doi.org/10.21331/jprapr.2015.8.3.002.
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Prónay, Szabolcs, and Erzsébet Hetesi. "Symbolic consumption in the case of brand communities." Society and Economy 38, no. 1 (March 2016): 87–102. http://dx.doi.org/10.1556/204.2016.38.1.6.
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The idea of symbolic consumption is based on the assumption that consumption is more than just functional problem solving: products and brands have significant meanings; therefore, they can be utilized as symbols in the cultural ecosystem. However, grasping the meaning of a specific brand can be confusing because it would presume knowledge about the brand as a symbol shared by the customers. We review the contradicting findings in the literature about the symbolic meaning of brands, and we initiate a new reference point in order to dissolve the above mentioned conflict. According to our understanding, the symbolic meaning of a brand shall be examined in the context of specific brand communities and not in general. We suggest that limiting the scope of research to brands with brand communities resolves several limitations of symbolic consumption studies focusing on general issues. Our theoretical model distinguishes the different types of brand communities based on their main cohesive force. In the model, at one end we find image based brand communities where the brand image is the main cohesive force, while at the other end we find brand-subcultures where the members are more committed to each other than to the brand.
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Martin, Emeline, and Sonia Capelli. "Place brand communities: from terminal to instrumental values." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 793–806. http://dx.doi.org/10.1108/jpbm-10-2017-1654.
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Purpose This study aims to understand the values around which stakeholders of a place brand within a community can align. Design/methodology/approach A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation. Findings Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values. Research limitations/implications This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities. Practical implications Place brand managers gain insights into the values around which they can align stakeholders of their brand. Originality/value Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.
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Popp, Bastian, Claas Christian Germelmann, and Benjamin Jung. "We love to hate them! Social media-based anti-brand communities in professional football." International Journal of Sports Marketing and Sponsorship 17, no. 4 (November 7, 2016): 349–67. http://dx.doi.org/10.1108/ijsms-11-2016-018.
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Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team. Findings The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-destructive behaviours of anti-brand community members that harm the sports team brand and even its sponsors. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans. Practical implications This research establishes the relevance of social media-based anti-brand communities for sports brands. Recommendations are made for team sport brands with regards to how to deal with the phenomenon of anti-brand communities. Originality/value While the previous research on anti-brand activism focused on either offline movements or movements using traditional websites, this research is the first to investigate the pivotal role of social networking sites for anti-brand activism. The paper further uncovers unique motivational, attitudinal, and behavioral patterns of fans that meet in communities opposing not only the rival team, but also the brand associated with the team. Findings show ways to better understand and deal with such anti-brand communities in sports.
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Gong, Taeshik. "Customer brand engagement behavior in online brand communities." Journal of Services Marketing 32, no. 3 (May 14, 2018): 286–99. http://dx.doi.org/10.1108/jsm-08-2016-0293.
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PurposeThis study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.Design/methodology/approachRespondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.FindingsThe study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior.Originality/valuePrior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.
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Dessart, Laurence, Joaquín Aldás-Manzano, and Cleopatra Veloutsou. "Unveiling heterogeneous engagement-based loyalty in brand communities." European Journal of Marketing 53, no. 9 (September 9, 2019): 1854–81. http://dx.doi.org/10.1108/ejm-11-2017-0818.
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Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS. Findings The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups. Research limitations/implications The data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported. Practical implications This work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered. Originality/value This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.
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Kovács, László, András Bóta, László Hajdu, and Miklós Krész. "Brands, networks, communities: How brand names are wired in the mind." PLOS ONE 17, no. 8 (August 25, 2022): e0273192. http://dx.doi.org/10.1371/journal.pone.0273192.
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Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.
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Brandão, Amélia, and Paolo Popoli. "“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities." European Journal of Marketing 56, no. 2 (January 24, 2022): 622–50. http://dx.doi.org/10.1108/ejm-03-2020-0214.
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Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands. Design/methodology/approach This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators. Findings The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner. Research limitations/implications Although this research provides some initial insights into negative consumer–brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer–brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable. Practical implications Understanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management. Originality/value This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.
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Niyonkomezi, Jeanine, and Juniter Kwamboka. "Effect of brand communities on consumer engagement and trust." International Journal of Research in Business and Social Science (2147- 4478) 9, no. 4 (July 4, 2020): 244–52. http://dx.doi.org/10.20525/ijrbs.v9i4.719.
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The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally. The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (β=1.52, p=0.001), shared rituals (β=1.44, p=0.001), obligations to society (β=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.
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Sørensen, Bent. "Branding and communities: The normative dimension." Semiotica 2019, no. 226 (January 8, 2019): 135–52. http://dx.doi.org/10.1515/sem-2017-0092.
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AbstractThe article offers a Peircean “glimpse” of the normativity of the brand community. The theoretical framework will primarily be Peirceʼs semiotics, while also adding a few insights from his thoughts on (ethical) normativity and the formal conditions of community. Firstly, I will describe the brand community as a semiotic entity based on three inter-related conditions involving “inner” and “outer” processes of branding where “inner process” is where we find the most explicit dynamics of the brand community related to a “common consent of meaning” and a “sense of community.” Secondly, I will try to describe how values and ideals can be understood within the brand community, including how the values and ideals (semiotically) transfer normative meanings by bringing together brands with consumers and thereby affect their feelings, acts, and thoughts so that they can become members within a brand community.
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Prashar, Atul, and Moutusy Maity. "Role of internal brand communities in building a strong." Gyan Management Journal 15, no. 2 (December 28, 2021): 70–80. http://dx.doi.org/10.48165/gm.2021.1527.
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Internal brand Management is a highly researched field with leadership,effective internal and external brand communication and brand-centered human resource management as its proven antecedents (Chang, Chiang, & Han, 2012), and brand commitment, brand knowledge and brand citizenship behaviours as its key consequences (Burmann & Zeplin, 2005; Löhndorf & Diamantopoulos, 2014). The scant research literature pertaining to the role of internal brand communities in the above equation is highly dispersed (P. R. Devasagayam, Buff, Aurand, Judson, & Judson, 2010). In that direction, the study reviews the literature on internal brand management, brand community dynamics and social identity theory and proposes a conceptual model to show the way employee participation in intra-organisational brand communities impacts their brand commitment. This conceptual model gives an innovative yet organic route of building strong corporate brands within the organisations.
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Popp, Bastian, Chris Horbel, and Claas Christian Germelmann. "Social-Media-Based Antibrand Communities Opposing Sport-Team Sponsors: Insights From Two Prototypical Communities." International Journal of Sport Communication 11, no. 3 (September 1, 2018): 339–68. http://dx.doi.org/10.1123/ijsc.2018-0082.
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This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities of teams from the German Football League (Bundesliga). The results reveal common findings for both cases, including members’ motivation to oppose a sponsor and, at the same time, to protect the sport. However, the communities differ in terms of their members’ relationships to the club. This results in different consequences for the sponsor and club brands, as well as for other actors in the sponsorship network. To managers of clubs, sponsors, and sport-governing bodies, the authors suggest concerted strategies like image campaigns and interaction with anti-sponsor-brand communities as responses to different community motivations.
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Matzler, Kurt, Elisabeth Pichler, Johann Füller, and Todd A. Mooradian. "Personality, person–brand fit, and brand community: An investigation of individuals, brands, and brand communities." Journal of Marketing Management 27, no. 9-10 (August 2011): 874–90. http://dx.doi.org/10.1080/0267257x.2010.543634.
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van Heerden, Danita, and Melanie Wiese. "Why do consumers engage in online brand communities – and why should brands care?" Journal of Consumer Marketing 38, no. 4 (April 9, 2021): 353–63. http://dx.doi.org/10.1108/jcm-04-2020-3739.
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Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect data through convenience sampling; 497 useable questionnaires were collected. Findings The results of the structural equation modelling show that hedonic motivations are more prevalent in Facebook brand communities than utilitarian motivations. When considering the outcomes of online engagement, loyalty towards the brand community is the strongest outcome, followed by word-of-mouth and purchase intention. Research limitations/implications This research indicates that marketers should focus on creating content on Facebook brand communities that appeals to the hedonic needs of consumers, such as brand likeability, entertainment and interpersonal utility. This type of content will motivate members of these brand communities to engage online. When consumers engage online, it creates benefits for the brand such as loyalty, word-of-mouth and purchase intention. Originality/value This study presents a framework for investigating consumers’ motivation to engage online, based on a theoretical underpinning of both sense of community theory and uses and gratification theory. It also identifies three outcomes for brands that explain why it is worthwhile for firms to invest in engaging with consumers in Facebook brand communities while including a wide range of brand communities.
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Ong, Chin Fong, and Chun Teck Lye. "Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective." Issues and Perspectives in Business and Social Sciences 1, no. 1 (July 17, 2021): 2–21. http://dx.doi.org/10.33093/ipbss.2021.1.2.
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This study examines the online communities’ gratifications of social media usage and to understand how their perceived values within an online brand page environment can affect brand loyalty. In addition to the content-oriented and relationship-oriented aspects of uses and gratifications of online brand communities, this study also includes economic value to the existing model considering online promotions and rewards may encourage consumer brand engagement and subsequently lead to brand loyalty. The data collected via snowball sampling method consisted of the responses of 150 respondents who are in one or more online brand communities of different brands in Malaysia. The result shows that functional value and hedonic value are the most important motivators to drive brand loyalty in online brand communities. The result implies that the brand loyalty in online brand communities in Malaysia depends on the functionality and pleasant sensations experienced from the brand fan page. The result suggests that brand page should deliver informative, rich and customised information contents to fulfil the satisfaction of online communities. This study provides insight on social media users’ perceived values that drive their satisfaction and loyalty towards the brand via the fan page, which in turn helps brand marketing practitioners in Malaysia to understand on how these perceived values may influence the brand loyalty of online communities, particularly from the perspective of the Uses and Gratifications theory.
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Thompson, Scott A., and Rajiv K. Sinha. "Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty." Journal of Marketing 72, no. 6 (November 2008): 65–80. http://dx.doi.org/10.1509/jmkg.72.6.065.
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Brand communities have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty toward competing brands. However, the impact of brand community membership on actual new product adoption behavior has yet to be explored. This study examines the effects of brand community participation and membership duration on the adoption of new products from opposing brands as well as from the preferred brand. Longitudinal data were collected on the participation behavior, membership duration, and adoption behavior of 7506 members spanning four brand communities and two product categories. Using a hazard modeling approach, the authors find that higher levels of participation and longer-term membership in a brand community not only increase the likelihood of adopting a new product from the preferred brand but also decrease the likelihood of adopting new products from opposing brands. However, such oppositional loyalty is contingent on whether a competitor's new product is the first to market. Furthermore, in the case of overlapping memberships, higher levels of participation in a brand community may actually increase the likelihood of adopting products from rival brands. This finding is both surprising and disconcerting because marketing managers usually do not know which other memberships their brand community members possess. The authors discuss how managers can enhance the impact of their brand community on the adoption of the company's new products while limiting the impact of opposing brand communities.
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Sadh, Ashish. "Role of Brand Jealousy in Brand Communities on Social Networking Media." International Academic Journal of Business Management 06, no. 01 (June 14, 2019): 1–7. http://dx.doi.org/10.9756/iajbm/v6i1/1910001.
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Dessart, Laurence, Cleopatra Veloutsou, and Anna Morgan-Thomas. "Brand negativity: a relational perspective on anti-brand community participation." European Journal of Marketing 54, no. 7 (June 5, 2020): 1761–85. http://dx.doi.org/10.1108/ejm-06-2018-0423.
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Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design/methodology/approach An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. Findings The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. Research limitations/implications The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. Practical implications The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. Originality/value The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.
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Adhikari, Kishalay, and Rajeev Kumar Panda. "Social Media Brand Communities and Brand Loyalty." International Journal of Virtual Communities and Social Networking 9, no. 2 (April 2017): 62–79. http://dx.doi.org/10.4018/ijvcsn.2017040104.
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The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.
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Hosseini, Monireh, and Afsoon Ghalamkari. "Analysis Social Media Based Brand Communities and Consumer Behavior." International Journal of E-Business Research 14, no. 1 (January 2018): 37–53. http://dx.doi.org/10.4018/ijebr.2018010103.
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In today's highly competitive markets, business managers are always looking for new ways to increase awareness of their products and promote their brands. As such, they use a variety of marketing strategies to attract more customers. This study was implemented using a qualitative research method known as netnography in conjunction with MAXQDA data analysis software. Three smartphone brand communities were studied, and their popular brand pages (Samsung, Sony, and Huawei) were targeted on Instagram. This study consists of two parts. First, the researchers analyse the content of user comments to explore the consumer's brand attitude, purchase decision-making process, and consumer decision-making styles. In the second part, the content of posts of brands was coded in order to examine creative social media strategies used by these brands and measure their efficiency. Results offer valuable guidelines to brands with regards to consumer behaviour on social media.
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Pan, Haili. "Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies." Interdisciplinary Journal of Information, Knowledge, and Management 15 (2020): 065–90. http://dx.doi.org/10.28945/4536.
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Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.
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Paschen, Jeannette, Leyland Pitt, Jan Kietzmann, Amir Dabirian, and Mana Farshid. "The brand personalities of brand communities: an analysis of online communication." Online Information Review 41, no. 7 (November 13, 2017): 1064–75. http://dx.doi.org/10.1108/oir-08-2016-0235.
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Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community. Design/methodology/approach The paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis. Findings The paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands. Originality/value This is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities.
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Brandão, Amélia, Paolo Popoli, and Inês Passos Tomás. "Joining the Anti-Brand Communities on the Internet: Who and Why." Scientific Annals of Economics and Business 69, no. 1 (March 10, 2022): 1–27. http://dx.doi.org/10.47743/saeb-2022-0003.
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This paper aimed to empirically deepen our understanding of the growing phenomenon of negative consumer-brand relationships in the Internet, striving to investigate “who and why” consumers join anti-brand communities against the top ten global brands. In particular, this study aims to investigate whether the consumers’ profile affects whether they develop negative feelings or not, and the main reasons for their negative feelings. Methodologically, this study is based on the quantitative methodology of the survey and on the statistical verification of several research hypotheses formulated on the impact of the main consumer characteristics (gender, age, country of origin, education, empathy) on their behavior towards the hated brands. Regarding “who”, our findings show that gender, age and country of origin are the main consumer characteristics affecting both their negative feelings towards brands and their willingness to join an anti-brand community. Regarding “why”, low quality of products/services and a lack of corporate social responsibility are the main reasons for hating brands. Finally, this study contributes to knowledge of negative consumer-brand relationships in the Internet domain and provides advanced insights into consumer behavior with reference to the top global brands. It also encourages further research on the interconnections among the central questions of this paper, i.e., who and why individuals join anti-brand communities, and represents a starting point for further studies aimed at expanding the consumer characteristics investigated in this paper, including personality traits. This study also pioneers the profile of anti-brand community participants in the Internet, which is so pertinent in the rise of marketing 5.0.
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Felix, Reto. "Brand communities for mainstream brands: the example of the Yamaha R1 brand community." Journal of Consumer Marketing 29, no. 3 (April 27, 2012): 225–32. http://dx.doi.org/10.1108/07363761211221756.
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Hede, Anne-Marie, and Pamm Kellett. "Building online brand communities." Journal of Vacation Marketing 18, no. 3 (July 2012): 239–50. http://dx.doi.org/10.1177/1356766712449370.
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The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.
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Weiger, Welf H., Hauke A. Wetzel, and Maik Hammerschmidt. "Leveraging marketer-generated appeals in online brand communities." Journal of Service Management 28, no. 1 (March 20, 2017): 133–56. http://dx.doi.org/10.1108/josm-11-2015-0378.
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Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn. Design/methodology/approach This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection. Findings Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics. Practical implications Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity. Originality/value The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity.
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Wang, Lili, and Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation." European Journal of Marketing 51, no. 5/6 (May 8, 2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.
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Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
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Dessart, Laurence, Cleopatra Veloutsou, and Anna Morgan-Thomas. "Consumer engagement in online brand communities: a social media perspective." Journal of Product & Brand Management 24, no. 1 (March 16, 2015): 28–42. http://dx.doi.org/10.1108/jpbm-06-2014-0635.
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Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.
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Колодненко, Наталія Володимирівна. "УПРАВЛІННЯ БРЕНДИНГОМ АДМІНІСТРАТИВНО-ТЕРИТОРІАЛЬНИХ УТВОРЕНЬ У СИСТЕМІ СОЦІАЛЬНО-ЕКОНОМІЧНОГО РОЗВИТКУ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 147, no. 3 (December 29, 2020): 23–31. http://dx.doi.org/10.30857/2413-0117.2020.3.2.
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From the perspective of socioeconomic development framework, the article provides insights on the contemporary issues of branding management of administrative territorial units. Following the analytical review data on Sumy region communities based on the calculation of budget efficiency as the ratio of the community general fund income (financial potential of united territorial communities (UTC)) and the general fund expenditures, the hypothesis as to the consistent relationship between the successful performance of the united territorial community and strategic approach to its management has been verified. As the key priorities for the united territorial communities brand development the study offers to consider the following: UTC social priority group brands; UTC entrepreneurial priority group brands; UTC tourism priority group brands; and the UTC green brands. Based on the proposed algorithm for setting the priority areas of the united territorial communities brand development, a strategic matrix of UTC brand development of the Sumy region has been constructed. The implementation of the given strategic approach to setting the priority areas of the united territorial communities brand development will contribute to building a successful marketing strategy for the Sumy region as an umbrella brand that combines subbrands of united territorial communities, further distributed according to the development priority criterion. This approach allows, on the one hand, to design a unified algorithm for the development, operation and implementation of territorial branding and marketing, and on the other – to consider the unique characteristics of each of the UTC with its individual set of competitive advantages, specific history, image, key resources available and associated problems.
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Parrott, Guy, Annie Danbury, and Poramate Kanthavanich. "Online behaviour of luxury fashion brand advocates." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 360–83. http://dx.doi.org/10.1108/jfmm-09-2014-0069.
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Purpose – Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love. Design/methodology/approach – The study adopted a netnographic approach to the phenomenon of online luxury accessory communities. The research reports observational data including blog texts and audience comments for four popular forums: The Purse Forum, The Fashion Spot, The Bag Forum (TBF) and Shoe Forum (SF). Although the forums are open to all and are designed to be internationally relevant; the observations were conducted from a base in the UK. Findings – Findings indicate that informants display some unifying characteristics clustered around engagement, involvement, self-concept and self-connection, brand love and hedonic values. Informants however, display some discernible differences as they “rally” to two distinctive totems: first, active luxury brand advocates and second, passive brand advocates. Although subtle, these differences suggest significant possibilities for fashion brand owners. Research limitations/implications – Further research could include the measurement of brand advocacy to distinguish more clearly between high and low levels of advocacy and the resulting consumer behaviour intentions. One sub-group that would be interesting to explore is that of brand evangelists and their relationship with fashion brands: what are the reasons for treating brands as religious artefacts and can this extreme level of advocacy be developed by marketing? The study focused on observing online posts by self-selected brand advocates. A worthwhile comparison could be made with fashion communities where brand marketers are active participants and how this influences the discourse and actions of brand advocates. Practical implications – The findings indicate that all forum members are incredibly attached to their brands, but will still consider purchasing several brands as their “evoked set”. Additionally, even when demonstrating involvement, they can operate as passive observers in the online community. Originality/value – Social media, especially online forums, play an important role in contemporary luxury fashion branding. This study addresses the role these forums play in supporting brand love and the contribution they make to luxury brand advocacy. Membership and influence dynamics are reported; which have resonance to both practitioners and researchers.
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Burgess, Jacqueline, and Christian Jones. "Exploring the forced closure of a brand community that is also a participatory culture." European Journal of Marketing 54, no. 5 (March 7, 2020): 957–78. http://dx.doi.org/10.1108/ejm-01-2019-0075.
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Purpose The purpose of this study is to investigate members’ reactions to the forced closure of a narrative video game brand community and its participatory culture. Design/methodology/approach The BioWare Social Network forums closure was announced in a thread, which attracted 8,891 posts. These were analysed using thematic analysis, facilitated by the software program Leximancer and non-participatory netnography. Findings The brand community and participatory culture members were predominantly distressed because they would lose their relationships with each other and access to the participatory culture’s creative output. Research limitations/implications Previous research suggested that video game players cannot be fans and that player-generated content is exploitative. However, members, self-identified as fans, encouraged BioWare’s use of their player-created content for financial gain and articulated the community’s marketing benefits, all of which have implications for Fan and Game Studies’ researchers. Research using primary data could identify brand communities and participatory cultures’ specific benefits and their members’ attitudes about brands’ commercial use of their outputs. Further research is required to identify other products and brands not suitable for establishing brand communities on social media to determine the best ways to manage them. Practical implications Addressing narrative brand communities’ complaints quickly can prevent negative financial outcomes and using social media sites for brand communities may not be suitable structurally or because of members’ privacy concerns. Furthermore, consumers often have intense emotional bonds with narrative brands, their communities and participatory cultures, which marketers may underestimate or misunderstand. Originality/value This study of the unique phenomenon of the forced closure of a narrative brand community and its participatory culture increased understandings about them.
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Wirtz, Jochen, Anouk den Ambtman, Josée Bloemer, Csilla Horváth, B. Ramaseshan, Joris van de Klundert, Zeynep Gurhan Canli, and Jay Kandampully. "Managing brands and customer engagement in online brand communities." Journal of Service Management 24, no. 3 (June 14, 2013): 223–44. http://dx.doi.org/10.1108/09564231311326978.
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Sloan, Sarah, Kelli Bodey, and Richard Gyrd-Jones. "Knowledge sharing in online brand communities." Qualitative Market Research: An International Journal 18, no. 3 (June 8, 2015): 320–45. http://dx.doi.org/10.1108/qmr-11-2013-0078.
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Purpose – The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature. In some ways, action has come first as theory struggles to catch up with technological advances. Given that social sharing behaviours (i.e. online social networking) are arguably driving the strategic direction of marketers, it is important to understand the discourse that is being communicated. One such avenue is through participation in an OBC. While it is apparent that research is growing in the OBC area, there are still areas of interest that have gained little attention. Design/methodology/approach – Data were collected using netnography, an appropriate yet under-applied methodological technique used to investigate the consumer behaviour of cultures and communities present on the Internet. Specifically, Facebook Pages relating to five OBCs based on the cruise-liner P & O Australia have been chosen for this case study. Findings – Results indicate that in both the FS and UG OBCs, knowledge-sharing was seen to have an important influence on pre-purchase decision-making. It also acted as a mechanism for trust building and sharing brand experiences and as an important encouragement to developing a sense of community among community members. A particularly interesting outcome of this research was the way in which consumers have taken on an active role in co-creating brand identity, which seemingly illuminates the role of brand management in social media. Practical implications – Given that this research was conducted with a real brand, with real customers, in a real OBC, the findings also point to some important practical applications. This study has found that the role of brands in their online forums is paramount, and as such, highlights the importance of effective brand governance. The rise of technology brings increased opportunities for a brand to reach out to their consumers. This study makes a further contribution by providing insights into how the consumer–brand relationship is shaped by the communication that occurs between consumers. To this end, consumers see it as the brand’s responsibility to monitor such online platforms, thus indicating the management of OBCs needs to be at the forefront of brand management practices. Originality/value – This study represents one of the earliest investigations of brand communities facilitated by social media, specifically focusing on Facebook as the communication platform. Importantly, this study increases our knowledge of consumer interaction in social media, with an emphasis towards the role that knowledge sharing contributes to OBCs and the differences prevalent between FS and UG online communities.
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Rialti, Riccardo, Alessandro Caliandro, Lamberto Zollo, and Cristiano Ciappei. "Co-creation experiences in social media brand communities." Spanish Journal of Marketing - ESIC 22, no. 2 (August 20, 2018): 122–41. http://dx.doi.org/10.1108/sjme-03-2018-0011.
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Purpose This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as a result of social media brand communities. Design/methodology/approach To identify the main types of co-created experiences, a digital investigation has been used as the main method of analysis. The authors draw their digital investigation on the digital methods paradigm. Findings Four principal types of co-created experiences have been identified and conceptualized, namely, brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal usage experiences and collective celebration experiences. Originality/value Results stress the importance for brand strategists to involve members of social media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-creation experiences.
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Bowden, Jana Lay-Hwa, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, and Birgit Apenes Solem. "Engagement valence duality and spillover effects in online brand communities." Journal of Service Theory and Practice 27, no. 4 (July 10, 2017): 877–97. http://dx.doi.org/10.1108/jstp-04-2016-0072.
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Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand. Design/methodology/approach Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction. Findings This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect). Originality/value While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.
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Farhat, Kashif, Wajeeha Aslam, and Sany Sanuri. "Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:." Asia Proceedings of Social Sciences 8, no. 1 (May 30, 2021): 21–24. http://dx.doi.org/10.31580/apss.v8i1.1917.
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Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.
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Kumar, Jitender. "Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory." European Journal of Marketing 55, no. 4 (January 23, 2021): 969–94. http://dx.doi.org/10.1108/ejm-04-2018-0290.
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Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement. Design/methodology/approach The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21. Findings The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity. Research limitations/implications A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities. Practical implications To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.
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Chi, Ming, Paul Harrigan, and Yongshun Xu. "Customer engagement in online service brand communities." Journal of Services Marketing 36, no. 2 (October 11, 2021): 201–16. http://dx.doi.org/10.1108/jsm-09-2020-0392.
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Purpose Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS). Design/methodology/approach The research model was tested using survey data from 256 participants; 137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used. Findings SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator. Practical implications Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment. Originality/value The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.
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Samuel, Anthony, Ken Peattie, and Bob Doherty. "Expanding the boundaries of brand communities: the case of Fairtrade Towns." European Journal of Marketing 52, no. 3/4 (April 9, 2018): 758–82. http://dx.doi.org/10.1108/ejm-03-2016-0124.
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Purpose This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns (FTT). Design/methodology/approach The paper reflects a pragmatic application of Grounded Theory, which captured qualitative data from key “insiders”, with a particular emphasis on FTT steering group members and their role as “prosumers”. Data were gathered via ethnographic involvement within one town and semi-structured interviews with participants in others. Findings FTTs, as brand communities, demonstrate elements of co-creation that go beyond the dominant theories and models within the marketing literature. They operate in, and relate to, real places rather than the online environments that dominate the literature on this subject. Unusually, the interactions between brand marketers and consumers are not the primary source of co-creation in FTTs. Instead, factors usually identified as merely secondary providers of additional brand knowledge become key initiators and sources of co-creation and active “citizen marketer” engagement. Originality/value This study demonstrates how brand co-creation can operate in physical geographical communities in ways that are formal without being managed by conventional brand managers. It conceptualises FTTs as a nested and “glocalised” brand and demonstrates how steering group members facilitate the process of co-creation as prosumers. It empirically demonstrates how FTTs have evolved to become unusually complex brand communities in terms of the variety of stakeholders and the multiplicity of brands involved, and the governance of the localised brand co-creation process.
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Dissanayake, Ravindra. "Influence of Celebrity Credibility on Brand Community Commitment towards Disaster Management Programs in Sri Lanka." International Journal of Business and Management 13, no. 11 (October 12, 2018): 35. http://dx.doi.org/10.5539/ijbm.v13n11p35.
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Celebrities act as a credible communication source for many marketing and community-related communications. Community commitment for brands has been researched across the countries. Commitment of communities is an important matter for brands to meet desired responses within community-based brand building programs. Community commitment within disaster management is one of the national level priorities in many countries including emerging economies in Asia. Celebrities are used as a credible source to educate and motivate communities to get aware or actively participate in disaster management activities. This paper employed a quantitative survey method aiming the communities who actively engaged with disaster management programs sponsored or endorsed by celebrities in Sri Lanka, a country extendedly applies community-based disaster management strategies. Hypotheses were formed on how celebrity credibility influences brand community commitment to engage with disaster management activities whilst mediating effect of brand community trust is also hypothesized. A size of 230 sample was contacted for the survey. Structural Equation Modeling (SEM) was executed testing the hypotheses by using AMOS 20 software. Results verified celebrity credibility influences brand community commitment. Analysis proved brand commitment trust acts as a mediator on the effect made by celebrity credibility on brand community commitment within disaster management programs.
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Lu, Weijian, Yu Han, and Shiyu Chen. "Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment." E3S Web of Conferences 235 (2021): 02045. http://dx.doi.org/10.1051/e3sconf/202123502045.
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The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.
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Jiang, Xiaowei, Brandon Mastromartino, Qian Yang, Jianwei Zhang, and James J. Zhang. "Influence of Consumer Interaction and Community Relationships on Value Co-Creation Willingness: A Mediation Model of Chinese Sports Brands." Sustainability 15, no. 1 (December 21, 2022): 115. http://dx.doi.org/10.3390/su15010115.
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Existing research reveals the significance of understanding consumer interactions as an increasingly important determinant of sports consumption behaviors; yet, few studies have focused on the virtual communities of sporting goods brands, particularly for the Chinese marketplace that is becoming the largest globally. This study aimed to examine the relationships among consumer interaction, brand-community relationship, and consumer value co-creation willingness in the sports virtual brand communities of China. Research participants (n = 445) were consumers participating in online community activities of two leading sporting goods brands in China, Li-NING and Anta Sports. A questionnaire survey study was conducted. Regression analyses revealed that three out of four consumer interaction factors—cultural identity behavior, experiential communication behavior, and community maintenance behavior—exert a significant and positive impact on consumer value co-creation willingness. The strength of community relationship played a mediating role in these relationships. The other one, member screening interaction, did not find support. This study extends knowledge of sports brand marketing and management of virtual brand communities and recognizes the effectiveness of consumer value co-creation aspirations by highlighting the importance and reliance of customer-to-customer interaction and the strength of brand-community relationships.
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Snyder, Deirdre G., and Kevin P. Newman. "Reducing consumer loneliness through brand communities." Journal of Consumer Marketing 36, no. 2 (March 18, 2019): 337–47. http://dx.doi.org/10.1108/jcm-04-2018-2657.
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Purpose The purpose of this paper is to examine the role of belonging to brand communities in improving consumer well-being and brand evaluations. Design/methodology/approach Two studies were conducted. Study 1 manipulates the framing of a brand to be either socially- or product-oriented and measures brand community joining intentions based on underlying levels of consumer loneliness and need to belong. Study 2 manipulates feelings of belongingness with a brand community and measures its impact on relatedness satisfaction, state loneliness and brand evaluations. Findings Study 1 finds that lonely consumers with a high need to belong are more likely to express intentions to join a brand community when it is socially-oriented. Study 2 finds that belonging to a brand community improves relatedness satisfaction which, in turn, reduces state loneliness and improves brand evaluations. Practical implications This research has significant implications for marketing practitioners who are looking to foster relationships among consumers in the form of brand communities, especially given the positive impact of these communities on consumer well-being. These findings suggest that marketers should create brand communities that foster a social (rather than product) focus to create a sense of belongingness with the brand and among its community members, and that doing so can improve relatedness satisfaction needs and reduce consumer loneliness. Originality/value This research contributes to the growing literature on consumer loneliness and is among the first to identify the positive psychological outcomes of socially-oriented brand communities on loneliness.
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Budac, A. C. "MARKETING CONSIDERATIONS ON BRAND COMMUNITIES." Bulletin of Taras Shevchenko National University of Kyiv Economics, no. 189 (2016): 25–30. http://dx.doi.org/10.17721/1728-2667.2016/189-12/4.
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Sicilia, Maria, and Mariola Palazón. "Brand communities on the internet." Corporate Communications: An International Journal 13, no. 3 (August 6, 2008): 255–70. http://dx.doi.org/10.1108/13563280810893643.
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Koetz, Clara, and John Daniel Tankersley. "Nostalgia in online brand communities." Journal of Business Strategy 37, no. 3 (May 16, 2016): 22–29. http://dx.doi.org/10.1108/jbs-03-2015-0025.
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Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group. Design/methodology/approach The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis. Findings Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand. Practical implications On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups. Originality/value Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.