Creating value for customers through engagement and participation in brand communities
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/10572 |
Resumo: | 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. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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7160 |
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Creating value for customers through engagement and participation in brand communitiesBrand relationship qualitySatisfactionParticipationEngagementBrand identificationBrand communitiesBrand knowledgeBrand loyaltyWord–of–mouthWoMValue creationThe 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.Inderscience Enterprises Ltd.2016-01-07T15:55:17Z2015-01-01T00:00:00Z20152019-05-14T14:45:20Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/10572eng1368-489210.1504/IJBPM.2015.068720Loureiro, S. M. C.Pires, A. R.Kaufmann, H. R.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T03:52:48Zoai:repositorio.iscte-iul.pt:10071/10572Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T03:52:48Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Creating value for customers through engagement and participation in brand communities |
title |
Creating value for customers through engagement and participation in brand communities |
spellingShingle |
Creating value for customers through engagement and participation in brand communities Loureiro, S. M. C. Brand relationship quality Satisfaction Participation Engagement Brand identification Brand communities Brand knowledge Brand loyalty Word–of–mouth WoM Value creation |
title_short |
Creating value for customers through engagement and participation in brand communities |
title_full |
Creating value for customers through engagement and participation in brand communities |
title_fullStr |
Creating value for customers through engagement and participation in brand communities |
title_full_unstemmed |
Creating value for customers through engagement and participation in brand communities |
title_sort |
Creating value for customers through engagement and participation in brand communities |
author |
Loureiro, S. M. C. |
author_facet |
Loureiro, S. M. C. Pires, A. R. Kaufmann, H. R. |
author_role |
author |
author2 |
Pires, A. R. Kaufmann, H. R. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Loureiro, S. M. C. Pires, A. R. Kaufmann, H. R. |
dc.subject.por.fl_str_mv |
Brand relationship quality Satisfaction Participation Engagement Brand identification Brand communities Brand knowledge Brand loyalty Word–of–mouth WoM Value creation |
topic |
Brand relationship quality Satisfaction Participation Engagement Brand identification Brand communities Brand knowledge Brand loyalty Word–of–mouth WoM Value creation |
description |
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. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z 2015 2016-01-07T15:55:17Z 2019-05-14T14:45:20Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/10572 |
url |
http://hdl.handle.net/10071/10572 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1368-4892 10.1504/IJBPM.2015.068720 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Inderscience Enterprises Ltd. |
publisher.none.fl_str_mv |
Inderscience Enterprises Ltd. |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
mluisa.alvim@gmail.com |
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1817546554822623232 |