How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation

Woisetschläger, David M.; Hartleb, Vivian; Blut, Markus

doi:10.1080/15332660802409605

Cited by 155 publications

(129 citation statements)

References 43 publications

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“…There are various theories through which effects of brand communities are studied and explored such as social capital theory (Coleman, 1988), social identity theory (Tajfel & Turner, 1985) and (PSOC) Psychological sense of community (Woisetschläger et al, 2008). Based on our theoretical approach, we will apply psychological sense of community (PSOC) because it analyzes the individual aspects of information exchange among community members with behavioral attributes.…”

Section: Proposed Frameworkmentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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Section: Proposed Frameworkmentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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show abstract

“…Another more "decent" reason is that they are eager to express their dissatisfaction to the like minded people but still hope that their voices would be heard by the brand owner resulting in improvement (Romani et al, 2013). In other words, these supporters use the OABC as a channel to make constructive feedback and they still have positive expectation on the brand (Woisetschläger et al, 2008). So, most of them would act as "lurker" in the OABC as they are not really committed to that community.…”

Section: '('( -mentioning

confidence: 99%

“…Also, there is a need of examining more brand related determinants towards community participation (Munnukka et al, 2015;Shim et al, 2015;Kamboj and Rahman, 2017). Hence, there is a very small number of studies that empirically verify models considering the direct connection between determinants and formations of OBC participation (Algesheimer et al, 2005;Bagozzi and Dholakia, 2006a;Bagozzi and Dholakia, 2006b;Woisetschläger et al, 2008;Madupu and Cooley, 2010), not mention about the same investigation for OABC participation, which is a relatively new area. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 …”

Section: And !mentioning

confidence: 99%

Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Wong

Haddoud

Kwok

et al. 2018

IMDS

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“…Research on online communities has revealed that audience integration positively affects brand commitment (Casaló, Flavián, & Guinalíu, 2008), consumerbased brand equity (Christodoulides et al, 2012), recommendation behavior, brand image of the community sponsor, intention to continue community membership (Woisetschläger, Hartleb, & Blut, 2008), and brand trust, which in turn has a positive effect on brand loyalty (Hur, Ahn, & Kim, 2011;Laroche, Habibi, & Richard, 2013) and on participation in the community activities (Casaló et al, 2008). Casaló et al (2008) remark that the level of satisfaction with interactions positively affects trust -and trust has a positive effect on participation.…”

Section: Audience Integration Loyalty and Satisfactionmentioning

confidence: 99%

Media Brand Loyalty Through Online Audience Integration?

Lischka

2015

Handbook of Media Branding

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This chapter discusses the question whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content -or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chickenegg causality dilemma on the audience integration-loyalty relation on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theory of reasoned action, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behavioral dimension of loyalty and affects gratifications obtained that determine satisfaction, which in turn determines loyalty and future gratifications sought. Abstract This chapter discusses the question of whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content -or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chicken-egg causality dilemma of the audience integration-loyalty relationship on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theories of reasoned action and planned behavior, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behavioral dimension of loyalty and affects gratifications obtained that determine satisfaction, which in turn determines loyalty and future gratifications sought.

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How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation

Cited by 155 publications

References 43 publications

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Media Brand Loyalty Through Online Audience Integration?

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