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

被引：7

作者：

Martinez-Lopez, Francisco J. ^{[1
,2
]}

Aguilar-Illescas, Rocio ^{[3
]}

Molinillo, Sebastian ^{[3
]}

Anaya-Sanchez, Rafael ^{[3
]}

Andres Coca-Stefaniak, J. ^{[4
]}

Esteban-Millat, Irene ^{[5
]}

机构：

[1] Univ Granada, Business Sch, Granada 18011, Spain

[2] EAE Business Sch, Barcelona 08015, Spain

[3] Univ Malaga, Fac Econ & Business, Malaga 29013, Spain

[4] Univ Greenwich, Fac Business, London SE10 9LS, England

[5] Open Univ Catalonia, Dept Mkt, Barcelona 08018, Spain

来源：

SUSTAINABILITY | 2021年 / 13卷 / 07期

关键词：

online brand community; engagement; participation; co-creation; positive WOM; WORD-OF-MOUTH; VALUE CO-CREATION; CUSTOMER ENGAGEMENT; SOCIAL-INFLUENCE; VIRTUAL COMMUNITIES; LOYALTY; TRUST; IDENTIFICATION; ANTECEDENTS; MODEL;

D O I：

10.3390/su13073679

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

引用

页数：17

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