... 629 brand community members in the organic supermarket and food retail sectors. A structural equation modeling approach was used to test the proposed model and hypotheses. Findings Perceived brand ethicality positively affects premium payment for brand community membership and participation...

...Travis K. Huang; Yi-Ting Wang; Kuan-Yu Lin Purpose This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan. Design/methodology/approach The proposed model was empirically evaluated...

...Purvendu Sharma; Ashish Sadh; Aditya Billore; Manoj Motiani Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand...

...Matti Haverila; Caitlin McLaughlin; Kai C. Haverila; Mehak Arora Purpose Brand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people with a demonstrated interest in the brand. Literature...

...Junyun Liao; Defeng Yang; Haiying Wei; Yulang Guo Purpose Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand level outcomes is lacking. In response and drawing from...

...Chia-Wen Chang; Chih-Huei Ko; Heng-Chiang Huang; Shih-Ju Wang Purpose A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive...

... on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values. Research limitations/implications This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value...

... additional benchmarks for future brand tribalism research. Practical implications Perceived societal approval influences engagement in brand communities, albeit in different ways depending on the type of community. Therefore, perceptions of societal approval among current and potential brand community...

..., and raise issues regarding its effect on key brand-related outcomes. © Emerald Group Publishing Limited 2014 On the other hand, there is a plethora of studies proposing attributes or dimensions of brand communities and tribes in particular. The brand community literature seems to have delineated...

...K.B. Saji; Kalpana Chauhan; Anandan Pillai Purpose The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement...

... their attractiveness in modern culture” (p. 126). 3. Build a community. Part 4 is entitled “Incubating Your Wikibrand Community.” A brand community (Chapter 11): “Revolves around a shared interest in a company, product, or brand. Connects members with each other. Connects companies and members...