On the relationship between online brand community and brand preference in political market
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DOI: 10.1007/s12208-020-00264-1
Abstract: Seeing the rising growth of online brand communities, an increasing number of political parties are investing time, money, and resources into designing and managing online brand communities to gain voters’ attention. Although online brand communities… read more here.
Keywords: brand community; political brand; brand; online brand ... See more keywords
Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors
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DOI: 10.1016/j.jbusres.2018.09.008
Abstract: With two field studies, this research highlights the role of brand community identification (BCI) as a source of customers' repurchase intentions and also reveals how BCI creates a buffering effect, protecting against the negative repercussions… read more here.
Keywords: customer; service failures; brand community; community identification ... See more keywords
Drivers of brand community engagement
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DOI: 10.1016/j.jretconser.2019.101949
Abstract: Abstract Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying… read more here.
Keywords: brand community; community; community engagement; brand ... See more keywords
Exploring open innovation engagement process of hotel brand community members: motivation, empowerment and consequences
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DOI: 10.1108/ijchm-07-2022-0842
Abstract: Purpose This paper aims to examine the open innovation engagement process in terms of how online community members create and share knowledge for open innovation and the consequences of engagement. Design/methodology/approach A mixed methods approach… read more here.
Keywords: community members; innovation; community; open innovation ... See more keywords
Identification of critical brand community variables and constructs using importance-performance analysis and neural networks
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DOI: 10.1108/jm2-11-2019-0259
Abstract: Purpose This paper aims to use a unique statistical analysis tool to examine the importance and performance of critical brand community constructs and indicators to make concrete recommendations for brand community managers going forward. Design/methodology/approach… read more here.
Keywords: importance; brand community; analysis; community ... See more keywords
Brand community integration and satisfaction with social media sites: a comparative study
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DOI: 10.1108/jrim-07-2015-0047
Abstract: Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media… read more here.
Keywords: social media; satisfaction; media sites; brand community ... See more keywords
Brand community motives and their impact on brand community engagement: variations between diverse audiences
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DOI: 10.1108/md-06-2020-0683
Abstract: PurposeThe purpose of this research is to compare two different sample populations (student and general) to determine the impact of brand community motives on brand community engagement.Design/methodology/approachTwo samples were drawn for the purpose of the… read more here.
Keywords: sample; brand community; community engagement; impact brand ... See more keywords
Team Identity, Supporter Club Identity, and Fan Relationships: A Brand Community Network Analysis of a Soccer Supporters Club
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DOI: 10.1123/jsm.2018-0344
Abstract: In this brand community analysis, the authors utilized both the social identity approach and network theory to examine the multiple identities and patterns of interactions among members of an official soccer supporters club. Based on… read more here.
Keywords: club; identity; network; brand community ... See more keywords
Triggers and Consequences of Awe in Online Brand Community
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DOI: 10.1177/21582440221097919
Abstract: As a common experience-based emotion, awe can easily arise within consumers who are immersed in an online brand community. On the basis of the awe prototype theory, this paper developed a research model involving community… read more here.
Keywords: participation time; brand community; community; opinion leaders ... See more keywords
Branding and communities: The normative dimension
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DOI: 10.1515/sem-2017-0092
Abstract: Abstract The 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… read more here.
Keywords: branding communities; brand community; community; communities normative ... 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