IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v43y2018icp101-110.html
   My bibliography  Save this article

On the relationship between consumer-brand identification, brand community, and brand loyalty

Author

Listed:
  • Coelho, Pedro Simões
  • Rita, Paulo
  • Santos, Zélia Raposo

Abstract

Recent studies have highlighted the importance of social media brand communities to brand loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a conceptual model in mass-market products in which consumers’ engagement in social media brand communities, brand identity, and consumer-brand identification are related to brand outcomes, such as trust and loyalty. A qualitative analysis was conducted, through in-depth interviews with experts and focus group discussions with consumers, so as to evaluate their experience with brands on social media. The findings indicated that in mass-markets, consumers engaged in social media brand communities may develop positive attitudes towards the brand, such as trust and loyalty, and that consumer-brand identification may have a fundamental role in transforming consumer-brand community interactions into consumer-brand relationships.

Suggested Citation

  • Coelho, Pedro Simões & Rita, Paulo & Santos, Zélia Raposo, 2018. "On the relationship between consumer-brand identification, brand community, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 101-110.
    • Handle: RePEc:eee:joreco:v:43:y:2018:i:c:p:101-110
    DOI: 10.1016/j.jretconser.2018.03.011
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698916305240
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2018.03.011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    2. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    3. Davis, Robert & Piven, Inna & Breazeale, Michael, 2014. "Conceptualizing the brand in social media community: The five sources model," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 468-481.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Popp, Bastian & Woratschek, Herbert, 2017. "Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 46-56.
    6. Davvetas, Vasileios & Diamantopoulos, Adamantios, 2017. "“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret," Journal of Business Research, Elsevier, vol. 80(C), pages 218-227.
    7. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    8. Zhou, Zhimin & Zhang, Qiyuan & Su, Chenting & Zhou, Nan, 2012. "How do brand communities generate brand relationships? Intermediate mechanisms," Journal of Business Research, Elsevier, vol. 65(7), pages 890-895.
    9. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    10. Labrecque, Lauren I., 2014. "Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 134-148.
    11. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    12. Park, Hyejune & Kim, Youn-Kyung, 2014. "The role of social network websites in the consumer–brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 460-467.
    13. Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
    14. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    15. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    16. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    17. Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
    18. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kumar, Jitender & Nayak, Jogendra Kumar, 2018. "Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 64-73.
    2. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    4. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    5. Ilenia Confente & Wioleta Kucharska, 2021. "Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 8-31, January.
    6. Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    7. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    9. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    10. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    11. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    12. Kumar, Vikas & Kaushal, Vikrant & Shashi,, 2023. "Role of customer perceived brand ethicality in inducing engagement in online brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    13. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.
    14. Krishna, Arunima & Kim, Soojin, 2021. "Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion," Journal of Business Research, Elsevier, vol. 137(C), pages 267-277.
    15. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    16. Mills, Mark & Oghazi, Pejvak & Hultman, Magnus & Theotokis, Aristeidis, 2022. "The impact of brand communities on public and private brand loyalty: A field study in professional sports," Journal of Business Research, Elsevier, vol. 144(C), pages 1077-1086.
    17. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    18. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    19. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    20. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:43:y:2018:i:c:p:101-110. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.