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Telematics and Informatics, 2020
Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Mandakini Paruthi +2 more
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Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Mandakini Paruthi +2 more
exaly +2 more sources
The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty
International Journal of Electronic Commerce, 2008The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty-in particular, how the hosting type of an on-line brand community affects the relationships between characteristics and community commitment. A survey of 250 respondents
Joon Koh, Lorne Olfman
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Brand communities: loyal to the community or the brand?
European Journal of Marketing, 2013Purpose The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand‐owner, and thereby close a gap in the literature to date.
MARZOCCHI, GIAN LUCA +2 more
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Journal of Consumer Research, 2001
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
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This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
openaire +1 more source
The brand personalities of brand communities: an analysis of online communication
Online Information Review, 2017Purpose 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 ...
Jeannette Paschen +4 more
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Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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Self-Brand Congruity and Brand Communication
2014Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity.
Rajabi, Mahdi +2 more
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Relationship of Brand Community Characteristics with Brand Community Engagement
RADS Journal of Business Management, 2019Within the era of branding and consumer liberalization, the dynamics of engaging the brand community remained the center of attention for marketers. Referring to the existing literature this research aimed to establish the causal linkage between brand community characteristics- member’s familiarity, trust with each other and perceived personalization ...
null Nawaz Ahmad +2 more
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Brand communities for mainstream brands: the example of the Yamaha R1 brand community
Journal of Consumer Marketing, 2012PurposeThe purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in the context of a brand community dedicated to a mainstream Japanese motorcycle brand.Design/methodology/approachA qualitative research approach was used in the form of netnography (i.e.
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