...Yunmei Kuang; James M. Loveland; Katherine E. Loveland Purpose This study aims to investigate how brand community exit following a scandal might be affected by factors such as membership duration, participation, premium vs non-premium brand status and model implication in the scandal. Design...

...Naser Pourazad; Ehsan Abedin; Jacqueline Burgess Purpose This study aims to examine how video game brand communities express online brand advocacy, revealing distinct patterns of consumer engagement that challenge traditional marketing approaches. By drawing on social identity theory, authentic...

...Mohammad Osman Gani; Hiran Roy; Kifayat Nahiyan Rafi; Nik Mohd Hazrul Nik Hashim Purpose This study aims to investigate the interplay between brand hate, online brand avoidance and anti-brand activism among online brand communities (OBCs). It also examines the moderating role of ideological...

...Candice R. Hollenbeck; Vanessa M. Patrick Purpose Actively promoting a brand as inclusive can backfire when it is seen as flaunting a socially conscious façade. One way marketers can authentically scale-up brand inclusion is to cultivate a strong dialogic relationship with the brand community...

... be contacted at: tom.hickman@washburn.edu 21 09 2023 16 02 2024 01 06 2024 04 09 2024 05 09 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Sponsorship Sports marketing Consumer brand equity Brand communities Word...

...Magdalena Marchowska-Raza; Jennifer Rowley Purpose Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value...

...Amy Wong; Yu-Chen Hung Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample...

... of such strategies on users. Table 1 Summary of markers for brand communities according different authors Authors Signs of community Context Examples of brand communities Muniz and O’Guinn (2001) Consciousness of kind Face to face, computer-mediated environments Fairlawn neighborhood...

... brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand...

...Guowei Zhu; Yaru Liu; Li Zhou Purpose Monetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how the interactions triggered by an emerging monetary incentive, red packets, affect...

...Jorge Matute; Ramon Palau-Saumell; Nicoletta Occhiocupo Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs...

... be contacted at: bernard.cova@kedgebs.com 26 06 2018 21 10 2018 21 12 2018 21 12 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Customer experience Counterfeiting Brand communities Copycat Brand experience Pilgrimage...

...Arnaldo Coelho; Cristela Bairrada; Filipa Peres Purpose This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love. Design/methodology/approach In total, 510 valid questionnaires...

... engagement on brand attachment and brand purchase intentions. Design/methodology/approach Data were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships...

...Scott A. Thompson; James M. Loveland; Katherine E. Loveland Purpose The purpose of this paper is to investigate the competing effects of brand community participation, which should enhance loyalty to both the brand and to already-owned products, against switching costs, which should make consumers...

...Oleksandra Pasternak; Cleopatra Veloutsou; Anna Morgan-Thomas Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology...

... Limited 2017 Emerald Publishing Limited Licensed re-use rights only Brand engagement Brand experience Brand communities Brand management Brand love Brand relationships Consumer brand equity Financial brand equity Brand hate Brand as a person Since its inception, the Journal...

... and their combined impact to brand loyalty. Design/methodology/approach This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework...

... practices: brand appropriation by consumers forming a brand community, brand “surfeiting” through brand community actions, brand genericization throughout the society and brand regeneration in the market. The discussion highlights four categories of value slippage effects that enable us to ascertain whether...

... and virtual brand communities. Schau et al. (2009) found that brand communities create value for consumers through providing them with opportunities for social networking, impressions management, community engagement and effective brand use. Individuals show willingness to contribute to virtual...