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Consumption community commitment : Newbies' and longstanding members' brand engagement and loyalty

Author

Listed:
  • Karine Raïes

    (EM - EMLyon Business School)

  • Hans Muhlbacher
  • Marie-Laure Gavard-Perret

Abstract

The relationships among members of virtual brand-related communities may change depending on the length of their participation in the community. Consumers' commitment to the community is likely to influence the relationship between consumer engagement in the community and brand loyalty. Commitment can be affective, calculative, and normative. Knowledge concerning the impact of these dimensions on behavioral loyalty to a brand over membership time is lacking. This study examines the changing relationship between consumers' engagement in a consumption community, their kind of commitment to the community and their behavioral loyalty to a brand over membership time. Members of a French virtual community sharing photography interests participated in the sample. Configural analysis shows that strong engagement in community activities alone is neither sufficient nor necessary for brand loyal intentions. Combinations of engagement with various levels of affective, calculative and normative commitment to the community can cause high behavioral brand loyalty of community members. These combinations change with the length of membership in the community. Brand managers can use the results to fine-tune their communication to groups of community members with different combinations of engagement and commitment as drivers of brand loyalty.

Suggested Citation

  • Karine Raïes & Hans Muhlbacher & Marie-Laure Gavard-Perret, 2015. "Consumption community commitment : Newbies' and longstanding members' brand engagement and loyalty," Post-Print hal-02312235, HAL.
    • Handle: RePEc:hal:journl:hal-02312235
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    Citations

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    Cited by:

    1. 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.
    2. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    3. Christopher J. White & Eudora Tong & Michael Schwartz, 2020. "From brands to classical music: Broadening and deepening a brand love prototype," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 227-236, March.
    4. Fang, Jiaming & Shao, Yunfei & Wen, Chao, 2016. "Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA," International Journal of Information Management, Elsevier, vol. 36(6), pages 1205-1217.
    5. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    6. Ji Wu & Zhiqiang (Eric) Zheng & J. Leon Zhao, 2021. "FairPlay: Detecting and Deterring Online Customer Misbehavior," Information Systems Research, INFORMS, vol. 32(4), pages 1323-1346, December.
    7. Esmark Jones, Carol L. & Hancock, Tyler & Kazandjian, Brett & Voorhees, Clay M., 2022. "Engaging the Avatar: The effects of authenticity signals during chat-based service recoveries," Journal of Business Research, Elsevier, vol. 144(C), pages 703-716.
    8. de Almeida, Stefânia Ordovás & Scaraboto, Daiane & dos Santos Fleck, João Pedro & Dalmoro, Marlon, 2018. "Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 29-42.
    9. Schivinski, Bruno, 2021. "Eliciting brand-related social media engagement: A conditional inference tree framework," Journal of Business Research, Elsevier, vol. 130(C), pages 594-602.
    10. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    11. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. Rezaee Vessal, Saeedeh & Partouche-Sebban, Judith & Schiavone, Francesco & Raïes, Karine, 2022. "We link, you link: Social alliances and community engagement among vulnerable consumers in oncology," Journal of Business Research, Elsevier, vol. 143(C), pages 36-45.
    13. Kumar, Vikas & Kaushik, Arun K., 2022. "Engaging customers through brand authenticity perceptions: The moderating role of self-congruence," Journal of Business Research, Elsevier, vol. 138(C), pages 26-37.

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