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Creating value for customers through engagement and participation in brand communities

Author

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  • Sandra Maria Correia Loureiro
  • Ana Regina Pires
  • Hans Ruediger Kaufmann

Abstract

The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to contribute for a better understanding of antecedents and impacts of engagement and participation in brand communities. Data was collected using an online survey. The link of the questionnaire was sent through the community websites to all registered members of brand communities in study. The findings reveal that brand relationship quality is an important initiator of the process, together with the brand identification, the presence of other members and satisfaction. Being engaged, a member tends to be more active in participating in the community, which in turn improve the brand knowledge, the brand loyalty and word-of-mouth.

Suggested Citation

  • Sandra Maria Correia Loureiro & Ana Regina Pires & Hans Ruediger Kaufmann, 2015. "Creating value for customers through engagement and participation in brand communities," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 16(2/3), pages 114-132.
    • Handle: RePEc:ids:ijbpma:v:16:y:2015:i:2/3:p:114-132
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    Citations

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    Cited by:

    1. Kumar, Jitender, 2019. "How psychological ownership stimulates participation in online brand communities? The moderating role of member type," Journal of Business Research, Elsevier, vol. 105(C), pages 243-257.
    2. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.
    3. 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.

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