The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

Martínez–López, Francisco J.; Aguilar-Illescas, Rocío; Molinillo, Sebastián; Anaya‐Sánchez, Rafael; Coca‐Stefaniak, J. Andrés; Esteban-Millat, Irene

doi:10.3390/su13073679

Cited by 9 publications

(5 citation statements)

References 94 publications

(195 reference statements)

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“…As predicted, the results confirm that the relative impacts of the two identification targets on brand loyalty are associated with different regulatory focuses (H5a, H5b, H6a, and H6b). This finding is in contrast to previous research, which focuses only on either brand identification or identification with SBP users ( Warner-Soderholm et al, 2018 ; Kaur et al, 2020 ; Martínez-López et al, 2021 ). Our research shows that, when consumers with different regulatory focuses face two identification targets (i.e., the brand and SBP users), there may be promotion or prevention regulatory fit, which can enhance repurchase or recommendation intentions.…”

Section: Discussioncontrasting

confidence: 99%

“…A brand page (also known as a fan page) is essentially a profile created and operated by a company on a social networking site to promote corporate brands and engage with existing and potential customers. Thus, many prior studies have investigated the independent impacts of either brand identification or identification with other SBP users on brand loyalty within SBPs ( Kyu et al, 2018 ; Warner-Soderholm et al, 2018 ; Martínez-López et al, 2021 ). However, few studies have compared the effects of two identification targets in an integrative framework; the literature thus fails to identify specific characteristics related to consumers’ identification in the context of SBPs.…”

Section: Introductionmentioning

confidence: 99%

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Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Chen

2022

Front. Psychol.

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This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers’ regulatory focus. By integrating social identification theory with regulatory focus theory, this study adopts a dual identification framework to compare the differential impacts of promotion regulatory fit and prevention regulatory fit on brand loyalty. Besides, the moderating effects of product type on the relationship between promotion/prevention regulatory fit and brand loyalty are further investigated. Finally, this study uses different combinations of information technology (IT) affordances in order to examine their influences on each identification target. The current study adopts a qualitative methodology and involved conducting semi-structured interviews with 27 brand page users in regard to IT affordances and their subdimensions. The research model was empirically tested using a cross-country comparison of data collected from surveys conducted in China and the United States. The results support our hypotheses and confirm the differential effects of promotion and prevention regulatory fit on brand loyalty. Theoretically, our study enhances our understanding of the relative effect of dual identification on brand loyalty on social media. Practically, our study delivers insights for companies into how social media brand pages can be used as a strategic tool to achieve brand values.

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Section: Discussioncontrasting

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Chen

2022

Front. Psychol.

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“…Fourth, our findings highlighted that brand loyalty is a consequence of perceived quality and brand trust developed in an online brand community, which is congruent with related conclusions from other studies (Kamboj et al, 2018; Martínez-López et al, 2021). These results confirmed that brand trust is the most important determinant of the long-term relationship of community members with brands.…”

Section: Discussion and Findingssupporting

confidence: 91%

Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response

Chavadi

Sirothiya²,

Menon³

et al. 2023

Vikalpa: The Journal for Decision Makers

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Social media platforms help brands connect with their customers online, and a social media -based brand community (SMBBC) enable brand attachments to particular brands. These brand communities enhance consumer relationships, increase customer advocacy, discover customer problems, and generate unique product and marketing ideas. In the context of Social Identity Theory and SOR framework (stimulus-organism-response), the present study explored the influence of customer-centric elements (the four relationships) on an online brand community that affect and provoke members’ conscious brains to get into action. The study further examines the impact of SMMBC on brand trust and brand equity variables (brand awareness, perceived quality, brand association and brand loyalty) and, consequently, on customer response (purchase intention, response to brand extension and willingness to pay a premium). A self-administered online survey was conducted to collect data on all selected brands. The brands were selected using a stratified sampling method, and the stratum used was the number of fans following the brands. The top three brands with the highest fan following from 15 sectors were picked. The study selected 384 final responses after the data screening procedure. SPSS version 26 and AMOS graphics were used for testing hypothesised relationship. Exploratory factor analysis (EFA) was conducted to ensure that the selected scale items were appropriately loaded, followed by measurement model’s reliability and validity testing using Confirmatory factor analysis (CFA). The findings of SEM analysis conclude that customer-centric elements are significant determinants of the online brand community. The results also confirmed that strengthening SMBBC leads to higher brand trust and positively influences all brand equity dimensions. In addition, the research study found that positive brand equity results in favourable consumer responses. This study contributes theoretically to past studies on brand community and customer response, mainly in social media. The findings are helpful for managers to design and manage their online brand communities effectively and to elicit more positive responses.

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“…In most cities are very common to promote tourist attractions as tourist icons or symbols to distinguish and position the city against its main competitors, especially through digital channels and social media (Florido-Benı ´tez, 2022b;Becken, 2005). A tourist attraction's brand image encourages visitors and DMOs to participate in developing new tourist products (Martı ´nez-L opez et al, 2021). Urban tourism is an important activity worldwide, where the interrelationship between urbanism, tourist attractions and tourist has a direct and indirect impact economic at cities (Page & Duignan, 2023).…”

Section: Bridges As Tourist Attractions Of Urban Tourismmentioning

confidence: 99%

Bridges: a tourist attraction and iconic element at urban cities’ tourism promotion websites

Florido-Benítez

2023

IJTC

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Purpose The nuclear purpose of this research paper is to analyse representative bridges around the world as a tourist attraction and iconic element through destination marketing organisations’ (DMOs’) tourism official websites where these are localised and three online travel agencies’ (OTAs’) websites. Design/methodology/approach This research used a mixed method. The author carried out Google research (13 March 2023) that included the following search word string “iconic bridges around the world” and “the most famous bridges worldwide” to select the most relevant bridges around the globe. Moreover, this research used a content analysis to examine how Expedia, Booking and Orbitz OTAs promote the bridges through their websites in terms of a tourist attraction, iconic element, tourist package, images and information. Findings Findings suggest that the most representative bridges analysed in this study are promoted as iconic element and tourist attraction through DMOs’ websites. Nevertheless, Booking, Expedia and Orbitz OTAs promote and sell products and services related to bridges selected, except in the case of the Millau Viaduct in France, the Si-O-Se-Pol bridge in Iran, the Danyang Kunshan Grand bridge in China and the Royal Gorge in the USA. Furthermore, results support that OTAs need to enhance the quality and variety of products and services that are linked to iconic bridges sightseeing tours because at the moment, there is a great uniformity in the promotion of products and services provided. Originality/value This paper contributes to broader debates in the importance of bridges as a tourist attraction and iconic element to attract tourists through tourism promotion websites.

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The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

Cited by 9 publications

References 94 publications

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response

Bridges: a tourist attraction and iconic element at urban cities’ tourism promotion websites

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