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Theoretical Model of Engagement in the Context of Brand Communities

Author

Listed:
  • Flávia D’albergaria Freitas

    (Federal University of Rio de Janeiro - UFRJ)

  • Victor Manoel Cunha de Almeida

    (Federal University of Rio de Janeiro - UFRJ)

Abstract

This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.

Suggested Citation

  • Flávia D’albergaria Freitas & Victor Manoel Cunha de Almeida, 2017. "Theoretical Model of Engagement in the Context of Brand Communities," Brazilian Business Review, Fucape Business School, vol. 14(1), pages 86-107, January.
    • Handle: RePEc:bbz:fcpbbr:v:14:y:2017:i:1:p86-107
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    References listed on IDEAS

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    Cited by:

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    3. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.

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