The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

Kaur, Harsandaldeep; Paruthi, Mandakini; Islam, Jamid Ul; Hollebeek, Linda D.

doi:10.1016/j.tele.2019.101321

Cited by 203 publications

(217 citation statements)

References 91 publications

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“…Consumers will support product brands with CSR through their purchasing behavior (Sen et al, 2016). So, enterprises should be aware of the importance of implementation of the CSR activities, and improve their brand satisfaction (Abbes et al, 2020) and brand identity (Luo & Jiang, 2019) through consumer brand participation (Kaur et al, 2020), and thus actively influencing brand loyalty of consumers.…”

Section: The Impact Of Csr On Brand Loyaltymentioning

confidence: 99%

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Lu¹,

Ren²,

Zhang³

et al. 2020

JOC

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The objective of this study is to examine the impact of corporate social responsibility (CSR) initiatives of a firm as one of the critical factors to improve the competitiveness of the firm in today's aggressive market environment. The influence of corporate social responsibility on brand loyalty and brand image, which distinguishes the firm from other competitors, was evaluated in the study. Data from 364 consumers were collected through adapted and structured questionnaires for the period from August 2018 to December 2018. The respondents were selected through convenience sampling to generate the responses of individual online consumers who buy luxury goods online. The sample size of 364 was taken from a simple random table with a 5% margin of error and a 95% confidence level. SEM-based multivariate approaches such as structural equation modeling and confirmatory factor analysis were employed, and SmartPLS 3.0 software was used for the data evaluation. The results indicate that the firm's CSR initiatives have a significant and positive impact on brand loyalty and brand image. The study undertaken has several theoretical and practical implications which could provide the basic foundations and conceptual framework for future studies, and it offers strategic directions for the senior managers of firms to plan CSR initiatives that can enhance the brand loyalty of their brands and also increase corporate reputation, all of which are beneficial to remain competitive in today's business arena.

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Section: The Impact Of Csr On Brand Loyaltymentioning

confidence: 99%

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Lu¹,

Ren²,

Zhang³

et al. 2020

JOC

View full text Add to dashboard Cite

show abstract

“…Users can benefit from connecting with other consumers (Hajli 2014; Stephen and Toubia 2010), celebrities and businesses (Hajli 2014;Ilicic and Webster 2016;Saboo et al 2016), which also provide online consumer services (Chua and Banerjee 2013; Karakaya and Barnes 2010). Social connection fosters community building (Ngai et al 2015) and a sense of belonging and bonding (Heinonen 2011; Zolkepli and Kamarulzaman 2015), not only with community members who can become friends but also with a brand itself via its community (Saboo et al 2016;Kaur et al 2020).…”

Section: Relationship-oriented Gratification: Social Interaction Motivementioning

confidence: 99%

Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

Confente

Kucharska

2020

J Brand Manag

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This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of community identification: relationship-oriented motives, self-oriented motives and brand content-oriented motives. The data were analysed with a structural equation modelling method based on a convenience sample collected through a survey. This study extends the body of knowledge about the outcomes from an active social media usage, based on a UGT perspective. It relates community identification and its drivers to loyalty. Besides, it links community identification with personal branding, which is considered as a vital outcome expected by social media users. The findings suggested that self-oriented motives represented a key driver for taking part in an online community. In addition, community identification represents to be an important antecedent to build attitudinal loyalty rather than behavioural loyalty. Consequently, community identification was also found to be a significant driver for building a user’s personal brand.

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“…In line with this theoretical framework, and because engagement has a positive value for the Facebooker ( Verleye et al, 2014 ), engagement potentially drives the individual’s decision to maximize his or her reward and repeat the interactive dynamics that created such a positive outcome ( Homans, 1974 ), leading them, therefore, to continue their previous interactive use of Facebook. Put differently, engagement on Facebook relates to how Facebook’s value proposition is relevant for the user and thus becomes an underlying core pathway to the creation of lasting bonds with this SNS ( Rodríguez-Ardura and Meseguer-Artola, 2019 ; Kaur et al, 2020 ). Based on all of the above, the position is that higher levels of engagement with Facebook will increase a Facebooker’s likelihood of continuing to use Facebook.…”

Section: Research Model and Hypothesesmentioning

confidence: 99%

A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age

Rodríguez‐Ardura

2020

Front. Psychol.

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Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative and context-specific model that links engagement with enjoyment, self-presentation, and community belonging−identified as motivational orientations underlying Facebookers' behaviors. We also draw on current flow accounts and socioemotional selectivity theory to examine the potential moderating roles of both flow experiences and age differences. We validate the survey instrument and test the model on a sample of active Facebook users. Model testing and sensitive analysis is performed with a two-stage method that combines partial least squares (PLS) and artificial neural network analysis. The results provide strong support for the validity of the hypothesized causal, mediating and moderating relationships embodied in the model. The research also provides insights into practitioners seeking to enhance Facebookers' engagements and promote continued use of Facebook.

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The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

Cited by 203 publications

References 91 publications

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age

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