Journal articles on the topic 'Brand community'
To see the other types of publications on this topic, follow the link: Brand community.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Brand community.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
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.
Full textAbstract:
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.
2
Soelaeman, Mahjudin, Ahmad Daeng, and Muchammad Ilham. "The Impact of Brand Social Values and Brand Cognitive Values to Brand Recommended Intention with Brand Characteristric as Mediating Variable." IJEBD (International Journal of Entrepreneurship and Business Development) 5, no. 1 (January 31, 2022): 128–39. http://dx.doi.org/10.29138/ijebd.v5i1.1618.
Full textAbstract:
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.
Design/methodology/approach: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in East Java 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, and MI Randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. For the model analysis and hypotheses test-ing, the researcher used statistical software IBM SPSS Statistics and AMOS 21.
Findings: First, online brand community value (both cognitive and social value) has a pos-itive impact on customer community engagement. Second, customer communi-ty 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 val-ue rather than social value. For brands with a low symbolic value, the communi-ty provides cognitive or social value, which is not affected by the symbolism of the brand.
Research limitations/implications: Among the 240 research participants, the researcher ex-cluded participants who lacked online brand community experience or had in-valid 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 ques-tionnaire recovery rate of 84.58%.
Originality/value: This paper is original
Paper type: Research paper
3
Muniz, Albert M., and Thomas C. O'Guinn. "Brand Community." Journal of Consumer Research 27, no. 4 (March 2001): 412–32. http://dx.doi.org/10.1086/319618.
Full text
4
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.
Full textAbstract:
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.
5
Kumar, Jitender, and Jogendra Kumar Nayak. "Consumer psychological motivations to customer brand engagement: a case of brand community." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 168–77. http://dx.doi.org/10.1108/jcm-01-2018-2519.
Full textAbstract:
PurposeThis paper aims to explore the psychological motivations behind customers’ engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty.Design/methodology/approachThe theoretical model is tested with the data collected from 282 brand community members during offline brand community events, and structural equation modeling technique is used for statistical analysis.FindingsThe results indicate that brand psychological ownership and value-congruity act as important psychological motivations for customers to engage with the brands. A sense of brand attachment mediates the relationship between brand engagement and brand loyalty.Research limitations/implicationsCurrent study was conducted on a single brand community. Future research testing and validating the proposed model for multiple brands across different product categories is suggested for the generalization of current study results. The identification and validation of psychological drivers of engagement can have major implications on the ongoing research on customer engagement concept.Practical implicationsAn effectively instilled sense of psychological ownership and value similarity notion in customers can help managers in engaging customers and capitalize on their repurchases and recommendations along with their attachment to the brands.Originality/valueThe study is unique in terms of the brand engagement model depicting the psychological antecedents to engagement with the brands and identifying the mediating role of brand attachment between brand engagement and behavioral loyalty.
6
Guimaraes, Guilherme, Chris Stride, and Daragh O'Reilly. "Brand community, loyalty and promise in myfootballclub.co.uk." Sport, Business and Management: An International Journal 6, no. 2 (May 9, 2016): 137–57. http://dx.doi.org/10.1108/sbm-09-2012-0039.
Full textAbstract:
Purpose – The purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brands of keeping their commercial promises to brand community members. Design/methodology/approach – The paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. Findings – Brand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implications – In common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implications – Branding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value – This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise.
7
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.
Full textAbstract:
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.
8
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.
Full textAbstract:
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.
9
Nilasari, Irma, Ratna Komala Putri, Ivan Gumilar, and Indra Taruna. "The Brand Community Journey Into Brand Loyalty of Indonesian Car Owner Community (Case: Pajero Indonesia One)." International Journal of Psychosocial Rehabilitation 24, no. 02 (February 13, 2020): 3406–12. http://dx.doi.org/10.37200/ijpr/v24i2/pr200656.
Full text
10
Wright-Isak, Christine. "Community As Brand: An Exploratory Investigation." Journal of Business & Economics Research (JBER) 10, no. 3 (February 15, 2012): 131. http://dx.doi.org/10.19030/jber.v10i3.6851.
Full textAbstract:
<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; mso-pagination: none;" class="MsoNormal"><span style="color: black; font-size: 10pt;"><span style="font-family: Times New Roman;">This research investigates how community affects consumer marketing and<strong style="mso-bidi-font-weight: normal;"> </strong>brand equity management. Community is a ubiquitous concept with many definitions in social sciences, ranging from urban neighborhoods and small towns to brand communities. Firms utilize the power of brands to support premium prices, sustain product value in difficult circumstances, and persuade consumers to purchase a brand repeatedly and loyally. Brand scholarship has also ranged widely, from tangible product or service characteristics to the intangible influence of its symbols and meanings on consumers. This study describes how the complicated sets of meanings embedded in the terms community and brand lead to a phenomenon called naturally occurring brands (NOBs). The paper combines the anthropology, sociology and marketing perspectives to describe the NOB phenomenon and explores its validity using survey research.</span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>
11
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.
Full text
12
Xiong, Lina, and Ceridwyn King. "Exploring How Employee Sense of Brand Community Affects Their Attitudes and Behavior." Journal of Hospitality & Tourism Research 44, no. 4 (February 10, 2020): 567–96. http://dx.doi.org/10.1177/1096348020905360.
Full textAbstract:
The success of hospitality brands relies heavily on employees, collectively, to transform the tacit brand promise and unique brand values into a coherent brand experience for their guests. Thus, employees are likely to develop a sense of community that coalesces around brand values. A sense of community contributes to members’ belongingness, social exchanges, and subjective well-being. However, the importance of an employee-based brand community has rarely been considered. This study proposes and examines the role of a volitional employee-based brand community in promoting employees’ brand-aligned performance. With 223 responses from U.S.-based hospitality employees, this study supports the positive role of employee sense of brand community, which emanates from the organization’s brand climate. In turn, such a community enhances employee belief in the brand as well as their subsequent brand-aligned performance.
13
Lupinek, Joshua M. "Tracing the ABC’s of brand community." International Journal of Sports Marketing and Sponsorship 20, no. 2 (May 7, 2019): 291–306. http://dx.doi.org/10.1108/ijsms-09-2017-0103.
Full textAbstract:
Purpose The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship (Popp et al., 2016; Richelieu, 2008; Trail et al., 2016) from the spark of Gladden and Funk’s (2001) brand association and loyalty in sport. Design/methodology/approach This paper traces the evolution of brand community research from its beginnings in the general business literature to the current brand community research in sport marketing today. Muniz and O’Guinn (2001) define brand communities as a specialized and non-geographically bound community based around a set of structured social relationships amongst admirers of a brand and are often recognized as the most integral relationship component of consumers to brands (Muge and Ozge, 2013). Findings Media transcends geography and brand communities will continue to transcend geography to the boundaries of mass media. Practical implications With this growing importance on attachment to brand community (ABC) through mass media, or attachment team in the sport context, further exploration on attachment variables is critical for the success of the next evolutionary stage of brand communities. Originality/value An ABC framework in the sport setting is proposed through multidisciplinary variables gathered in a review of brand community literature to address the unique attachment perspectives of sport consumers.
14
McAlexander, James H., John W. Schouten, and Harold F. Koenig. "Building Brand Community." Journal of Marketing 66, no. 1 (January 2002): 38–54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451.
Full textAbstract:
A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptualization of customer loyalty as integration in a brand community.
15
Weijo, Henri, Jonathan Bean, and Jukka Rintamäki. "Brand community coping." Journal of Business Research 94 (January 2019): 128–36. http://dx.doi.org/10.1016/j.jbusres.2017.10.054.
Full text
16
Brewster, Maureen Lehto, and Monica Sklar. "‘Brand, community, lifestyle’: Fashioning an authentic, body positive influencer brand on Instagram." Fashion, Style & Popular Culture 9, no. 4 (October 1, 2022): 501–21. http://dx.doi.org/10.1386/fspc_00158_1.
Full textAbstract:
Fashion influencers on Instagram create intimate and ‘authentic’ content to develop a branded persona, which they can use to build follower relationships and monetize their account through brand partnerships. However, some influencers are leveraging their online status and relationships to form their own fashion brands. This research examines three case studies of influencer-founded fashion brands: Day/Won, a size-inclusive athletic clothing company founded by model Candice Huffine; Premme, a plus-size clothing brand founded by fashion influencers Gabi Gregg and Nicolette Mason; and Megababe, a body positive beauty brand founded by fashion influencer Katie Sturino, to examine how they communicate with followers and reference body positive discourses to represent themselves as ‘authentic’ and inclusive brands. Over 500 Instagram posts from these influencers’ personal and brand accounts were captured and manually coded and analysed using constructivist grounded theory for practices that the accounts used to establish authentic communication with followers. The findings suggest that influencer and brand accounts align their use of engagement, embodiment and expression strategies in order to develop and convey an authentically body positive identity.
17
Liao, Junyun, and Dianwen Wang. "When does an online brand community backfire? An empirical study." Journal of Research in Interactive Marketing 14, no. 4 (September 28, 2020): 413–30. http://dx.doi.org/10.1108/jrim-07-2019-0115.
Full textAbstract:
Purpose Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model. Findings The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones. Practical implications Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands. Originality/value Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.
18
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.
Full textAbstract:
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.
19
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.
Full textAbstract:
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.
20
Kumar, Jitender, and Jogendra Kumar Nayak. "Brand engagement without brand ownership: a case of non-brand owner community members." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 216–30. http://dx.doi.org/10.1108/jpbm-04-2018-1840.
Full textAbstract:
PurposeConsidering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.Design/methodology/approachData were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.FindingsThe results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.Research limitations/implicationsThe primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.Practical implicationsThe study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.Originality/valueThe study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among “non-owner community members”; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.
21
Oktora P, I. Gede Nandya. "MENGOPTIMALKAN KOMUNITAS MEREK: ANTESEDEN DAN KONSEKUENSI DARI IKATAN PELANGGAN." E-Jurnal Manajemen Universitas Udayana 9, no. 7 (July 3, 2020): 2744. http://dx.doi.org/10.24843/ejmunud.2020.v09.i07.p14.
Full textAbstract:
This research empirically explain about critical factors in managing brand communities by using qualitative approach. The research analyzes the Critical Success Factors (CSF) of the Harley-Davidson brand community in Indonesia. The respondents taken are key figures in the Harley-Davidson brand community who have contributed to the community. Data is collected through in-depth interviews with semi-structured questions in order to finding the Critical Success Factors (CSF) from the Harley-Davidson brand community in Indonesia. This research finding there are five Critical Success Factors (CSF) that supported the successful implementation of the Harley Davidson brand community strategy in Indonesia. The five Critical Success Factors (CSF) are bonds with brands, social factors, functional factors, entertainment factors, and economic factors. Interestingly, there are two supporting factors that influence the effectiveness of brand community strategies namely products and customers.
Keywords: critical success factors (CSF), brand community, loyalty.
22
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.
Full textAbstract:
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.
23
Shilovsky, Sergey Vitalievich. "Influence of Content on Consumer and Employee Brand Engagement in Facebook (Russian FMCG Retail Sector)." Webology 18, Special Issue 04 (September 30, 2021): 1187–201. http://dx.doi.org/10.14704/web/v18si04/web18191.
Full textAbstract:
Social networks provide companies with great opportunities to build relationships with consumers. Currently, almost every company has their own brand page in social networks and is trying to enhance consumer engagement. Company posts are shown to brand community members. Most researchers believe that the brand community consists only of consumers. However, based on the service-dominant logic of marketing, the brand enters into relations not only with consumers, but also with other stakeholders, including employees of the company, who can be members of the brand community in the social networks. In this research, we focus on FMCG retailers brand community. The algorithm of Facebook social network ensures the dependence of consumer engagement on employee brand engagement. Retail marketers need to use content to influence not only consumer engagement, but also employee brand engagement, expressed in likes, comments and shares. The author analyzes 460 Facebook posts made by 5 Russian FMCG retailers’ brands during a 6-month period. A theory-based typology of content characteristics was made and it covers of what brands say and how they say it. This research sheds light on how content influence consumer and employee brand engagement in social networks.
24
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.
Full textAbstract:
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.
25
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.
Full textAbstract:
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.
26
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.
Full text
27
Ahuvia, Aaron, Elif Izberk-Bilgin, and Kyungwon Lee. "Towards a theory of brand love in services: the power of identity and social relationships." Journal of Service Management 33, no. 3 (April 13, 2022): 453–64. http://dx.doi.org/10.1108/josm-06-2021-0221.
Full textAbstract:
PurposeBuilding meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.Design/methodology/approachThis conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological ownership and brand love in the context of services.FindingsThis paper suggests that consumers love brands that are meaningful to them. Brands can become more meaningful to consumers by facilitating interpersonal connections and helping consumers define their identity. The connection between social relationships with other consumers and brand love is mediated by the consumer's level of perceived membership in the community. For some consumers, perceived membership grows to the point of becoming perceived psychological ownership of the community, where the consumer feels a sense of responsibility for the brand's and the community's well-being.Originality/valueThis paper advances theoretical understanding of how brand love operates in services and how it can be enhanced through services’ management.
28
Ratnawati, Alifah, and Annisa Ayu Lestari. "PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY." Jurnal Ekonomi dan Bisnis 19, no. 2 (July 10, 2018): 185. http://dx.doi.org/10.30659/ekobis.19.2.185-202.
Full textAbstract:
This study aims to know and analyze the influence of brand experience, brand personalityand brand community to brand loyalty with brand trust as a variable intervening on Oriflameproducts .. The population is the consumer who ever bought the product Oriflame in Semarang,with the number of samples of 100 respondents. The sampling technique used in this researchis convenience sampling or convenience .. The analysis tool is path analysis, where previouslytested the validity and reliability as well as the classical assumption test.Test results show thatbrand experience, brand personality and brand personality proved to have a significant positiveeffect on brand trust and brand loyalty. Brand trusts have a positive influence on brand loyalty.Brand trust can be an intervening variable between brand experience and brand personalitytoward brand loyalty. Brand trust can be an intervening variable between brand communitytowards repurchase meaning higher brand community, the more consumers can strengthenthe understanding of its members due to high trust to Oriflame brand, so that will increasinglyincrease customer loyalty to the brand.Keywords: Brand experience, brand personality, brand community, brand trust brand loyalty
29
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.
Full textAbstract:
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.
30
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.
Full textAbstract:
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.
31
Liao, Junyun, Defeng Yang, Haiying Wei, and Yulang Guo. "The bright side and dark side of group heterogeneity within online brand community." Journal of Product & Brand Management 29, no. 1 (July 18, 2019): 69–80. http://dx.doi.org/10.1108/jpbm-08-2018-1972.
Full textAbstract:
Purpose Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand level outcomes is lacking. In response and drawing from organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined. Design/methodology/approach A survey of 467 members of OBCs was conducted, and structural equation modeling was used to test hypotheses. Findings The results show that perceived visible heterogeneity positively affects brand community commitment, whereas perceived value heterogeneity has a negative effect on it. Brand community commitment positively relates to brand commitment; it also mediates the effect of perceived visible heterogeneity and perceived value heterogeneity on brand commitment. Further, the positive effect of visible heterogeneity on brand community commitment is stronger for short-tenure members, but the negative effect of value heterogeneity is stronger for long-tenure members. Practical implications The findings suggest that managers should make efforts to foster visible heterogeneity and reduce value heterogeneity. In addition, managers are advised to emphasize the characteristics that carry different appeal for members of different tenure. Originality/value This research is one of the first few quantitative studies to examine the influence of brand community heterogeneity on community, and especially brand level outcomes. It extends the literature on the effect of brand community on brands and adds to the emerging heterogeneity view of OBCs.
32
Juozėnaitė, Eglė. "Influence to the Audience as a Communicative Function in Brand Management." Socialiniai tyrimai 44, no. 2 (October 28, 2021): 84–97. http://dx.doi.org/10.15388/soctyr.44.2.5.
Full textAbstract:
Relevance and problem of the topic. Exploring the influence of brand communication on different audiences is a complex and responsible process because the same communicated message to different audiences can be understood differently. An improperly communicated message may not reach the audience, be misunderstood, or provoke a hostile reaction, however, a properly chosen communication message may have the desired influence to the audience. How to communicate with different audiences and what methods to choose are especially important in today’s rapidly changing context.The problem analyzed in this article can be defined by the following questions: How to communicate with the audience? What influences to choose from? Based on this information, it will be possible to continue research in the field of public relations management to reveal the influence of brand communication on the audience, it can help brands to gain a competitive advantage in the markets and create greater added value.Problems. It is not entirely known what impact brand communication has on audiences. It is important for brands not only to create a brand image but also to find and choose the most appropriate ways to communicate with the audience so that individuals receive the communication message sent to them in the most acceptable and understandable ways. Improper communication, inaccurately chosen methods of communication with the audience can lead to undesirable consequences. The message sent by the brand can be misunderstood and interpreted, it can lead to undesirable negative consequences and cause reputational crises, leading to significant psychological, social, financial losses. Properly selected communication can help brands gain a competitive edge in the markets and create greater added value.Objective. To review and analyze the ways of brand’s communication, which aims to influence the audiences.The object: the influence of communication in brand managementTasks: 1) To analyze the concept of the brand; 2) To analyze the concept of the audience; 3) To review the ways of brand communication influence.Methods of comparative theoretical analysis and synthesis of the literature, generalization.Brand management consists of the role of the brand and the symbolic elements of the brand (brand name, logo, text). The brand is the most durable asset of the company. Good results are achieved by companies that are able to choose a brand strategy that meets consumer expectations. Brands can also make the influence by creating compelling knowledge and news by communicating in ways that reduce cognitive stress. In order to influence other people, it is possible to do so by appealing to the feelings of the audience, realizing the main emotions - anger, fear, sadness, feeling of happiness, disgust. It is important to monitor what kind of emotions brand communication causes to the audience, pay attention to the feedback. An audience can be interpreted as everything that an individual or organization communicates. In order to present news to the audience as convincingly and persuasively as possible, it is important to segment the audience and create a description of the target user.
33
Brown, Stephen, Robert V. Kozinets, and John F. Sherry. "Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning." Journal of Marketing 67, no. 3 (July 2003): 19–33. http://dx.doi.org/10.1509/jmkg.67.3.19.18657.
Full textAbstract:
Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.
34
Kumgliang, Oranich, Anon Khamwon, and Rathakarn Buasri. "Online Brand Community Components in Gadgets Industry, Thailand." ADI Journal on Recent Innovation (AJRI) 4, no. 1 (July 14, 2022): 67–76. http://dx.doi.org/10.34306/ajri.v4i1.761.
Full textAbstract:
Current global businesses focus on interacting with customers by creating an online brand community to create market venues to be more successful. However, creating a venue for brands comes with a high challenge in terms of managing the media and the activities to be unique and draw in more customers. This research aims to study and confirm the online brand community components in gadget products, which are the products that many people talk about and exchange their experiences in terms of the brands. To understand the major component of creating an online community, the researcher collected the data using an online questionnaire with 400 people who had purchased electronic accessories or gadgets through an e-commerce channel. The result from the analysis of the confirmation components revealed that the online brand communities consist of three following components: the feeling of inclusiveness within the communities, shared norms and traditions, and the feeling of responsibility towards the communities.
35
LEVYDA, Levyda, and Titin ASTUTI. "BRANDING KNOWLEDGE ENHANCEMENT THROUGH ONLINE TRAINING FOR MSMEs IN SOUTH JAKARTA." ICCD 3, no. 1 (October 10, 2021): 145–48. http://dx.doi.org/10.33068/iccd.vol3.iss1.326.
Full textAbstract:
Brands are essential for consumers and producers, but the number of MSMEs registering their trademarks is limited. MSME knowledge about brands needs to be improved. This community service uses online training attended by 57 participants. Quite several participants have already branded their products, but only a few have registered their brands. They still have difficulty creating a brand and registering it and have financial barriers to registering a brand. The stages of community outreach consist of material preparation, training, discussion, and evaluation stages. From the test results, participants did not understand the brand function for consumers and brand characteristics. Participants' understanding of the function of brands for entrepreneurs and brand elements is quite good. Most participants know that a brand must be registered, but many do not know how to register it. The test results are in line with the discussion; many participants want to know how to make a good brand and the procedure for brand registration. The understanding of the trainees about the improvement brand is quite good. The training concludes that MSMEs still need brand training, especially for online trademark registration procedures. Synchronous online training is practical because participants and trainers can have interactive dialogue so that in the future, online training can continue this activity to enhance MSMEs knowledge.
36
Ammari, Nedra Bahri, Raouf Ahmad Rather, and Rahim Kallal. "Brand engagement and identification in virtual brand community: the moderating role of brand community subscription seniority." International Journal of Web Based Communities 17, no. 4 (2021): 262. http://dx.doi.org/10.1504/ijwbc.2021.119470.
Full text
37
McLaughlin, Caitlin, and Lucinda Davenport. "Brand Community Success Factors: A Study of Two Facebook Brand Community Features." LBS Journal of Management & Research 15, no. 2 (2017): 50. http://dx.doi.org/10.5958/0974-1852.2017.00013.x.
Full text
38
Jongoh PARK. "The Relationship Between Service Quality of Brand Community and Brand Community Loyalty." Management & Information Systems Review ll, no. 25 (June 2008): 339–70. http://dx.doi.org/10.29214/damis.2008..25.014.
Full text
39
Hoang, Hoa Thi, Feng Wang, Quang Van Ngo, and Man Chen. "Brand equity in social media-based brand community." Marketing Intelligence & Planning 38, no. 3 (August 28, 2019): 325–39. http://dx.doi.org/10.1108/mip-01-2019-0051.
Full textAbstract:
Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.
40
Hur, Won‐Moo, Kwang‐Ho Ahn, and Minsung Kim. "Building brand loyalty through managing brand community commitment." Management Decision 49, no. 7 (August 2, 2011): 1194–213. http://dx.doi.org/10.1108/00251741111151217.
Full text
41
Simon, Carina, Tim Oliver Brexendorf, and Martin Fassnacht. "The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook." Journal of Product & Brand Management 25, no. 5 (August 15, 2016): 409–23. http://dx.doi.org/10.1108/jpbm-03-2015-0843.
Full textAbstract:
Purpose Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces. Design/methodology/approach Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans. Findings The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively. Research limitations/implications Future research should test and validate the proposed model for specific categories and brands. Practical implications This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook. Originality/value This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.
42
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.
Full textAbstract:
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.
43
Haryani, Anik Tri. "Pentingnya Perlindungan Merek Dalam Dunia Bisnis." JURNAL DAYA-MAS 6, no. 2 (December 2, 2021): 40–47. http://dx.doi.org/10.33319/dymas.v6i2.67.
Full textAbstract:
Legal counseling aims to provide understanding and socialization to the public about the importance of brand protection in the business world. The brand is a sign that is attached to a item / service so that the goods / services are known by the community. Brands can also be used as promotional suggestions to consumers. But in reality there are still many small business actors who do not understand the importance of this brand. Therefore it is necessary to carry out counseling or socialization about the importance of the brand and how to register a brand. The method used is by approaching the community through counseling and socialization. Socialization was carried out in the village of Mojorayung, Wungu District, Madiun Regency, the village, there was a small and medium industrial. The Mojorayung village community is very enthusiastic with the counseling and they will be willing to provide brands to the goods they produce local government assistance.
44
Nedra, Bahri, Rahim Kallal, and Raouf Rather. "Brand Engagement and Identification in Virtual Brand Community (VBC): The Moderating Role of Brand Community Subscription Seniority." International Journal of Web Based Communities 17, no. 4 (2021): 1. http://dx.doi.org/10.1504/ijwbc.2021.10039453.
Full text
45
Chen, Yulin. "A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands." Information 12, no. 4 (March 31, 2021): 149. http://dx.doi.org/10.3390/info12040149.
Full textAbstract:
This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.
46
Soylemez, Kemal Cem. "4W of user-generated content: why who we are and where we post influence what we post." Journal of Research in Interactive Marketing 15, no. 3 (June 17, 2021): 386–400. http://dx.doi.org/10.1108/jrim-06-2019-0093.
Full textAbstract:
PurposeIn continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approachA study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.FindingsMembers with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implicationsThis research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/valueThis is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).
47
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.
Full textAbstract:
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.
48
Mamula-Nikolić, Tatjana, Karolina Perčić, and Mirjana Nećak. "Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia." Marketing 53, no. 1 (2022): 37–50. http://dx.doi.org/10.5937/mkng2201037m.
Full textAbstract:
The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.
49
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.
Full textAbstract:
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.
50
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.
Full textAbstract:
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.