Branding co-creation with members of online brand communities
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DOI: 10.1016/j.jbusres.2016.08.026
Abstract: This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top… read more here.
Keywords: members online; brand communities; brand; branding creation ... See more keywords
Political Brand Communities as Social Network Clusters: Winning and Trailing Candidates in the GOP 2016 Primary Elections
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DOI: 10.1080/15377857.2018.1478661
Abstract: This study integrates a brand community theoretical framework and a social networks approach to the study of political marketing on social media. It analyzes Twitter activity by and about all Republican candidates during the month… read more here.
Keywords: political brand; winning trailing; network clusters; brand communities ... See more keywords
Why do consumers engage in online brand communities – and why should brands care?
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DOI: 10.1108/jcm-04-2020-3739
Abstract: 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… read more here.
Keywords: consumers engage; facebook brand; engage online; brand communities ... See more keywords
Leveraging marketer-generated appeals in online brand communities
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DOI: 10.1108/josm-11-2015-0378
Abstract: 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… read more here.
Keywords: brand communities; brand; marketer generated; generated appeals ... See more keywords
Social loafing in online brand communities: the roles of personality and dehumanization
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DOI: 10.1108/oir-06-2020-0255
Abstract: PurposeThe biggest obstacle to the sustainable development of online brand communities is social loafing. Based on 3M Hierarchical Model of Personality, this paper aims to discuss the influence of the Big Five on social loafing… read more here.
Keywords: loafing online; brand communities; social loafing; personality ... See more keywords
Encouraging Passive Members of Online Brand Communities to Generate eWOM Based on TAM and Social Capital Theory
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DOI: 10.1109/access.2021.3050162
Abstract: Online brand communities have become a strong marketing tool for companies. However, passive members form the majority of these communities, and although it is recognized that passive members’ electronic word-of-mouth (eWOM) has a powerful impact… read more here.
Keywords: brand communities; social capital; brand; online brand ... See more keywords
Do Product Characteristics Affect Customers’ Participation in Virtual Brand Communities? An Empirical Study
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DOI: 10.3389/fpsyg.2021.792706
Abstract: The virtual brand community has become an important marketing tool for companies. A successful brand community marketing strategy should attract a large number of consumers. Although past studies have revealed consumer motivations for participating in… read more here.
Keywords: virtual brand; product; brand; participate brand ... See more keywords
Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective
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DOI: 10.3389/fpsyg.2022.1033439
Abstract: The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of… read more here.
Keywords: sports brand; virtual sports; brand; brand experience ... See more keywords
Understanding the consumers’ multi-competing brand community engagement: A mix method approach
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DOI: 10.3389/fpsyg.2022.1088619
Abstract: Introduction Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and… read more here.
Keywords: competing brand; brand; brand community; multi competing ... See more keywords