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http://hdl.handle.net/10071/10572
acessibilidade
Title: Creating value for customers through engagement and participation in brand communities
Authors: Loureiro, S. M. C.
Pires, A. R.
Kaufmann, H. R.
Keywords: Brand relationship quality
Satisfaction
Participation
Engagement
Brand identification
Brand communities
Brand knowledge
Brand loyalty
Word–of–mouth
WoM
Value creation
Issue Date: 2015
Publisher: Inderscience Enterprises Ltd.
Abstract: The phenomenon of be engaged and participate in brand communities is not yet well–known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to contribute for a better understanding of antecedents and impacts of engagement and participation in brand communities. Data was collected using an online survey. The link of the questionnaire was sent through the community websites to all registered members of brand communities in study. The findings reveal that brand relationship quality is an important initiator of the process, together with the brand identification, the presence of other members and satisfaction. Being engaged, a member tends to be more active in participating in the community, which in turn improve the brand knowledge, the brand loyalty and word–of–mouth.
Peer reviewed: yes
URI: http://hdl.handle.net/10071/10572
DOI: 10.1504/IJBPM.2015.068720
ISSN: 1368-4892
Ciência-IUL: https://ciencia.iscte-iul.pt/id/ci-pub-25892
Accession number: WOS:000445694500001
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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