“Happy Together”: Effects of Brand Community Engagement on Customer Happiness

Niedermeier, Anna; Albrecht, Lisa; Jahn, Benedikt

doi:10.1080/15332667.2018.1534063

Cited by 29 publications

(41 citation statements)

References 79 publications

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“…Thus, participating in the community influences positive attitudes and behaviors related to consumption experiences. In a related vein, Niedermeier et al (2019) found that customer engagement with an automobile brand community positively affects happiness, which in turn increases positive word of mouth and purchase intentions. Given that happiness can be equated with hedonic enjoyment (Waterman, 1993), brand community engagement could influence shopping enjoyment.…”

Section: Shopping Enjoymentmentioning

confidence: 99%

Retail store community and its impact on store success

Peters

Bodkin

2021

IJRDM

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PurposeThe purpose of the study was to examine the potential outcomes of consumers' intention to engage retail store community. The research question focused on: what impact will intention to engage retail store community have on store satisfaction, store commitment, shopping enjoyment and store employee trust?Design/methodology/approachSurvey data were collected from a national panel of 232 adult consumers in the USA. The theoretical model and hypotheses were tested using path analysis in AMOS.FindingsThe model was supported. Intention to engage retail store community had a significant impact on store employee trust, shopping enjoyment, store satisfaction and store commitment. In addition, store employee trust and store satisfaction had a significant impact on store commitment.Research limitations/implicationsThe study identified a breadth of outcomes that result from an intention to engage with retail store community. Furthermore, the study is limited to a grocery shopping retail store context and only outcomes are identified.Practical implicationsManagerially, retailers want to find innovative ways to compete in the marketplace, and the findings of this study highlight the benefits that can accrue to retailers who want to pursue a community strategy.Originality/valueFew papers have examined retail store brand communities, and none has identified the outcomes of intention to engage with retail store community.

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Section: Shopping Enjoymentmentioning

confidence: 99%

Retail store community and its impact on store success

Peters

Bodkin

2021

IJRDM

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“…Indeed, research shows that individuals with high levels of consumer−brand relationships, that is those who invest their own personal resources (time, energy, and money), derive, for example, social, self‐esteem enhancing, and hedonic benefits from such relationships (Gummerus et al, 2012; Kuo & Feng, 2013) and even have higher levels of emotional well‐being (Aureliano‐Silva et al, 2018). Moreover, brand engagement (both active and passive) enhances consumer happiness (Niedermeier et al, 2019), which is treated in a marketing context as a central benefit (Schmitt & Van Zutphen, 2012). Individuals with higher levels of BESC focus on brands and their meaning and treat important brands as strongly connected to their self (Sprott et al, 2009).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Evidence from positive psychology suggests that consumer happiness can be influenced by engagement (Peterson et al, 2005; Seligman, 2011), because feelings of happiness are more likely to occur when people are actively involved. Accordingly, brand engagement (both active and passive) has been found to increase consumer happiness (Niedermeier et al, 2019). We hypothesize that BESC may be another moderator of the relationship between material versus experiential purchases and happiness.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Buying happiness: How brand engagement in self‐concept affects purchase happiness

Razmus

Grabner‐Kräuter

Kostyra

et al. 2022

Psychology and Marketing

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In general, experiential purchases have been found to make people happier than material purchases. However, previous research has ignored a crucial issue-the importance of the brand and the consumer−brand relationship in this context. Since many purchases are associated with a brand and the brand is often the main motivation for the purchase, we argue that researchers should include the consumer −brand relationship in studies on the effects of material versus experiential consumption on happiness. Building on the social exchange theory, the current research examines the moderating role of consumers' tendency to include brands as part of the self in the relationship between purchase type and happiness. Across three studies, using different methods (a comparative survey: N1 = 422 individuals; two experiments: N2 = 206 and N3 = 177 individuals), we found that individuals with high levels of brand engagement in self-concept (BESC) derive similar levels of purchase-related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchase-related happiness in experiential than in material purchases.brand engagement in self-concept, consumer happiness, consumer−brand relationship, experiential purchases, happiness, material purchases | INTRODUCTIONJust about all people strive to be happy. To achieve this fundamental human goal, they make decisions every day-including purchasing decisions (Mogilner et al., 2012). In this respect, happiness research is also relevant for consumer research (Brakus et al., 2022;Nicolao et al., 2009). Here, one of the more explored areas, which has been studied for about two decades (Dunn et al., 2011), focuses on the relationship between the type of purchase (material vs. experienceoriented) and happiness. Many studies (see Gilovich & Gallo, 2020;

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“…Since people pursue happiness and often engage in happiness markets, practitioners prefer making customers happy. From the perspective of positive psychology, happiness-related products, services, experiences and brands play central roles in marketing (Niedermeier et al , 2019). It can bring a positive experience to consumers, increase consumers' brand happiness and foster a good and healthy company image, promoting consumer purchases.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing

Tan

Chen

2021

BFJ

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Purpose Leveraging marketer-generated content (MGC) can increase firms' success. However, few studies uncover the effects of MGC-related attributes on consumer engagement in the context of food marketing. This paper aims to explore the influence of MGC characteristics (valence, content types, vividness and interactivity) on consumer engagement.Design/methodology/approachThis study uses WeChat official account data of seven food companies from China and conducts negative binomial regression models.FindingsThe findings indicate that different MGC-related characteristics have separate impacts on consumer WeChat engagement. Title valence, transactional title content and title with punctuation vividness negatively affect consumers' consuming engagement. Knowledgeable or entertaining title content and title with interactivity both positively affect consumers' consuming engagement. Moreover, transactional body text content negatively influences consumers' contributing engagement, whereas entertaining body text content shows positive effects. Vivid and interactive MGC body text attributes enhance consumers' contributing engagement behavior.Originality/value This study contributes to social media research in food marketplaces and sheds light on the effect of different WeChat MGC characteristics on separate consumer engagement.

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“Happy Together”: Effects of Brand Community Engagement on Customer Happiness

Cited by 29 publications

References 79 publications

Retail store community and its impact on store success

Retail store community and its impact on store success

Buying happiness: How brand engagement in self‐concept affects purchase happiness

How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing

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