The purpose of this paper is to develop a model that examines motives as antecedents and consequences of brand community engagement (BCE) based on the recent service-dominant (S-D) logic framework, which considers the many actors involved in creating and consuming value in the context of brand communities (BCs).
Data were collected used an online survey and analyzed used partial least squares structural equation modeling.
The relationships and their significance were examined using S-D logic. The results indicate that motives of information, self-discovery, status enhancement and entertainment were positively and significantly related to BCE, except social integration. BCE was significantly related to relationship quality (RQ) and customer satisfaction (CS). Finally, CS had a significant positive impact on RQ.
The contribution stems from the incorporation of the recent iteration of S-D logic as a theoretical framework into the BC model and the assessment of the relationships in the structural model.
