Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/10572
Author(s): | Loureiro, S. M. C. Pires, A. R. Kaufmann, H. R. |
Date: | 2015 |
Title: | Creating value for customers through engagement and participation in brand communities |
Volume: | 16 |
Number: | 2-3 |
Pages: | 114 - 132 |
ISSN: | 1368-4892 |
DOI (Digital Object Identifier): | 10.1504/IJBPM.2015.068720 |
Keywords: | Brand relationship quality Satisfaction Participation Engagement Brand identification Brand communities Brand knowledge Brand loyalty Word–of–mouth WoM Value creation |
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. |
Peerreviewed: | yes |
Access type: | Embargoed Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Creating_value_for_customersIJBPM_LOUREIRO_2015.pdf Restricted Access | Versão Editora | 314,11 kB | Adobe PDF | View/Open Request a copy |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.