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The role of online brand community engagement on consumer-brand relationship

The role of online brand community engagement on consumer-brand relationship

Martínez-López, Francisco J., Aguilar-Illescas, Rocío, Molinillo, Sebastián, Anaya-Sánchez, Rafael, Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X and Esteban-Millat, Irene (2021) The role of online brand community engagement on consumer-brand relationship. Sustainability, 13 (7):3679. ISSN 2071-1050 (Online) (doi:https://doi.org/10.3390/su13073679)

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Abstract

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors par-ticipation in the community, willingness to co-create with the brand and positive WOM; it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

Item Type: Article
Additional Information: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Uncontrolled Keywords: online brand community; engagement; participation; co-creation; positive WOM
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Related URLs:
Last Modified: 09 Apr 2021 18:19
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/31903

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