Creating value for customers through engagement and participation in brand communities

Detalhes bibliográficos
Autor(a) principal: Loureiro, S. M. C.
Data de Publicação: 2015
Outros Autores: Pires, A. R., Kaufmann, H. R.
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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spelling 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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