Antecedents and purchase consequences of customer participation in small group brand communities

Bagozzi, Richard P.; Dholakia, Utpal M.

doi:10.1016/j.ijresmar.2006.01.005

Cited by 1,024 publications

(866 citation statements)

References 42 publications

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“…Recently, organizations have been launching programs to engage customers and measuring levels of CE as a response to the growing resistance of consumers to traditional marketing programs (Bagozzi & Dholakia, 2006). Since 2005, the term "engagement" has been increasingly used in the broader academic marketing literature (Brodie et al, 2011).…”

Section: The Concept Of Customer Engagementmentioning

confidence: 99%

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

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The article discusses the e ect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold di erent propensity to engage depending on the speci c service context, which in turn will in uence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary signi cantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers' propensity to engage.

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Section: The Concept Of Customer Engagementmentioning

confidence: 99%

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

View full text Add to dashboard Cite

show abstract

“…Fan pages are an effective tool for increasing sales (Bagozzi et al, 2006). Fan pages also have the potential to improve the relationship between consumers and brands, and may affect members' perceptions and actions (Muniz Jr. and O'Guinn, 2001).…”

Section: Journal Of Indonesian Economy and Businessmentioning

confidence: 99%

“…Conceptually, fan pages reflect the customers' relationship with the brand (McAlexander et al, 2002), expand the brandcustomer relationship (Muniz Jr. and O'Guinn, 2001), and provide resources and social benefits to members (Bagozzi and Dholakia, 2006). Through fan pages, companies post brand related anecdotes, photos, videos, or other material.…”

Section: Introductionmentioning

confidence: 99%

“…One way to achieve this goal was to create a brand community in the form of a fan page at a SNS, at which customers could interact with the company by giving likes and comments to the brand posted (Muniz Jr. et al, 2001). Fan page consumers of these brands tend to remain loyal and committed to the company, and more open to receiving information about the brand (Bagozzi et al, 2006). In addition, fans of the brand were more likely to visit the store, generate more positive Word-Of-Mouth (WOM) advertising, and be more emotionally attached to the brand than non-fans of the brand (Bagozzi et al, 2006).…”

Section: Introductionmentioning

confidence: 99%

“…Fan page consumers of these brands tend to remain loyal and committed to the company, and more open to receiving information about the brand (Bagozzi et al, 2006). In addition, fans of the brand were more likely to visit the store, generate more positive Word-Of-Mouth (WOM) advertising, and be more emotionally attached to the brand than non-fans of the brand (Bagozzi et al, 2006). Thus, in general, the presence of SNS has changed the socio-economic patterns of human interaction and fan pages have changed the way companies communicate with their customers.…”

Section: Introductionmentioning

confidence: 99%

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