Social versus psychological brand community: The role of psychological sense of brand community

Social media interaction, the university brand and recruitment performance

“…These associations attempt to satisfy a need (Yan, 2011) and lead to varying degrees of future engagement with brands. Thus a brand can strengthen its relationship by providing interaction and participation; allowing external audiences to identify, engage with (Ind & Bjerke, 2007) and advocate brands (Carlson et al, 2008). As well as building a connection with users, brands must also foster a sense of belonging through interaction and engagement, where engagement can take the form of content which tailors to specific groups of users (Lasorsa et al, 2012), for example, prospective students.…”

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

“…Allen et al (1992) empirically confirmed that customer emotions were a strong predictor of their behavioral intention. It is more likely that a customer having a strong commitment toward a brand would prefer the brand over others (Carlson et al 2008). In the light of these findings, we postulate the following:…”

Are Facebook brand community members truly loyal to the brand?

“…Brand community commitment is positively related to brand loyalty (Jang et al 2008), brand commitment, repurchase intention, participation in a company's marketing activities , and positive WOM communications (Carlson et al 2008). These positive emotional and behavioral effects are generated by individuals' social interactions with other members of a community, such as giving and receiving brand-related information within a brand community, as well as sharing this information with others outside of the community (Casaló et al 2007).…”

“…The loyalty that customers feel toward a brand may be enhanced by encouraging them to interact within the brand community, thus enhancing identification with and commitment to the brand community and to the brand itself (Algesheimer et al 2005;Casaló et al 2007). However, previous studies have indicated that customers more often engage in non-interactive behaviors, such as "lurking" -observing without actively participating -which may be even more strongly related to brand loyalty than active participation (see Carlson et al 2008;Gummerus et al 2012;Shang et al 2006). Nambisan and Baron (2007) showed that consumers' active participation in brand communities is motivated by four types of potential benefits (learning, social, personal, and hedonic) that can be obtained from participation in community activities.…”