Towards a Community-Based Theory of Brand Community Engagement

2018 ◽  
Vol 24 (7) ◽  
pp. 5167-5170 ◽  
Author(s):  
Chai Ching Tan ◽  
Patthracholakorn Apisit-Isariyah
Keyword(s):  
Community Engagement ◽  
Brand Community ◽  
Community Based

scholarly journals Challenges to the utilization of Community-based Health Planning and Services: the views of stakeholders in Yendi Municipality, Ghana

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Bougangue Bassoumah ◽  
Andani Mohammed Adam ◽  
Martin Nyaaba Adokiya
Keyword(s):  
Health Care ◽  
Community Engagement ◽  
Community Health ◽  
National Health ◽  
Postnatal Care ◽  
Road Network ◽  
Health Planning ◽  
Cultural Beliefs ◽  
Community Based ◽  
Antenatal And Postnatal Care

Abstract Background The Community-based Health Planning and Services (CHPS) is a national health reform programme that provides healthcare at the doorsteps of rural community members, particularly, women and children. It seeks to reduce health inequalities and promote equity of health outcomes. The study explored implementation and utilization challenges of the CHPS programme in the Northern Region of Ghana. Methods This was an observational study that employed qualitative methods to interview key informants covering relevant stakeholders. The study was guided by the systems theory. In all, 30 in-depth interviews were conducted involving 8 community health officers, 8 community volunteers, and 14 women receiving postnatal care in four (4) CHPS zones in the Yendi Municipality. The data were thematically analysed using Atlas.ti.v.7 software and manual coding system. Results The participants reported poor clinical attendance including delays in seeking health care, low antenatal and postnatal care visits. The barriers of the CHPS utilization include lack of transportation, poor road network, cultural beliefs (e.g. taboos of certain foods), proof of women’s faithfulness to their husbands and absence of health workers. Other challenges were poor communication networks during emergencies, and inaccessibility of ambulance service. In seeking health care, insured members of the national health insurance scheme (NHIS) still pay for services that are covered by the NHIS. We found that the CHPS compounds lack the capacity to sterilize some of their equipment, lack of incentives for Community Health Officers and Community Health Volunteers and inadequate infrastructures such as potable water and electricity. The study also observed poor coordination of interventions, inadequate equipment and poor community engagement as setbacks to the progress of the CHPS policy. Conclusions Clinical attendance, timing and number of antenatal and postnatal care visits, remain major concerns for the CHPS programme in the study setting. The CHPS barriers include transportation, poor road network, cost of referrals, cultural beliefs, inadequate equipment, lack of incentives and poor community engagement. There is an urgent need to address these challenges to improve the utilization of CHPS compounds and to contribute to achieving the sustainable development goals.

scholarly journals Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

10.28945/4536 ◽  
2020 ◽  
Vol 15 ◽  
pp. 065-090
Author(s):  
Haili Pan
Keyword(s):  
Data Collection ◽  
Community Engagement ◽  
Social Value ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Symbolic Value ◽  
The Relationship

Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.

scholarly journals A Learning Journey through a Heart-Centered Book

2021 ◽  
Vol 1 (2) ◽  
pp. 95-100
Author(s):  
Wendy Allen ◽  
Lori Ryan
Keyword(s):  
Early Childhood ◽  
Action Research ◽  
Community Engagement ◽  
Sense Of Community ◽  
Graduate Program ◽  
Collective Learning ◽  
Community Based ◽  
Early Childhood Leadership ◽  
Personal Stories ◽  
Learning Journey

As faculty for a graduate program in early childhood leadership, we co-designed a course on community-based action research around Patricia Wilson’s book, The Heart of Community Engagement: Practitioner Stories from Across the Globe. In this review we share how it mirrored our own deepening sense of community engagement practices, and how our students engaged with this unique text on their individual and collective learning journeys. We share highlights from the text that reinforced our sense of liberatory pedagogy.  Wilson’s  personal  stories, as well as the stories of community-engaged practitioners across the globe , invite all of us to create our own purpose and intentions for the evolving path of facilitating change within ourselves and with others.    

scholarly journals Conversation with Maria Power, University of Liverpool

2017 ◽  
Vol 3 (1) ◽  
pp. 137-141
Author(s):  
Christopher Hrynkow ◽  
Maria Power
Keyword(s):  
Community Engagement ◽  
Peace Building ◽  
Engaged Scholarship ◽  
Community Based ◽  
Community Based Research ◽  
Irish Studies ◽  
Community Engaged Scholarship ◽  
Relationship Of ◽  
The Relationship

In the Exchanges, we present conversations with scholars and practitioners of community engagement, responses to previously published material, and other reflections on various aspects of community-engaged scholarship meant to provoke further dialogue and discussion. In this issue Christopher Hrynkow talks to Maria C. Power about her community-based research and her vision for engaged scholarship as undertaken by religious historians. Dr. Maria Power, PhD (History, Royal Holloway), is a lecturer in Religion and Peace Building at the Institute of Irish Studies, University of Liverpool. Her research focuses on the relationship of faith to politics, especially in areas of conflict, and the role that religious organisations play in peacebuilding

Fans and Brands

2018 ◽  
pp. 18-34 ◽  
Author(s):  
Breanna M. Todd ◽  
Catherine A. Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know when fandom was formed and what constitutes a fandom. In this chapter the authors define fandom and its related activities, as well as delineate it from the similar fan-brand communities of brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Brands, Fans, and Exchanges

2022 ◽  
pp. 1-19
Author(s):  
Breanna M. Todd ◽  
Catherine Anne Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Different Types ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Brand community motives and their impact on brand community engagement: variations between diverse audiences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Matti Haverila ◽  
Caitlin McLaughlin ◽  
Kai Christian Haverila ◽  
Julio Viskovics
Keyword(s):  
Community Engagement ◽  
North American ◽  
Population Sample ◽  
Effect Sizes ◽  
Sample Population ◽  
Brand Community ◽  
Student Sample ◽  
Content Type ◽  
Brand Communities ◽  
The Impact

PurposeThe purpose of this research is to compare two different sample populations (student and general) to determine the impact of brand community motives on brand community engagement.Design/methodology/approachTwo samples were drawn for the purpose of the current research. The first sample was drawn among the members of various brand communities from a general North American population sample (N = 503). The second sample was drawn purely from students, belonging to a variety of brand communities, from a middle-sized Canadian university (N = 195). Partial least squares structural equation modelling was used to analyse the strength, significance and effect sizes of the relationships between brand community motive and engagement constructs.FindingsThe findings indicate that the impact of brand community motives varied by sample population. The information and entertainment motives were significantly related to brand community engagement in both sample populations with roughly equal effect sizes. The social integration motive was again significantly related to the brand community engagement construct in the student sample population – but not for the general North American general population sample. Further, the self-discovery motive and status enhancement motives were significantly related to brand community engagement in the North American sample, but not for the student sample. This indicates significant differences between the two sample populations.Originality/valueThe results of the current research demonstrate that student populations are significantly different from the general population regarding their motives towards brand communities. This indicates that brand community managers need to be aware of the motives of different brand community members and also that they need to exercise caution about utilizing purely student data to make decisions about brand community management.

scholarly journals Aiming for Sustainability and Scalability: Community Engagement in Forest Payment Schemes

Forests ◽  
2020 ◽  
Vol 11 (4) ◽  
pp. 444
Author(s):  
Laura F. Kowler ◽  
Arun Kumar Pratihast ◽  
Alonso Pérez Ojeda del Arco ◽  
Anne M. Larson ◽  
Christelle Braun ◽  
...  
Keyword(s):  
Community Engagement ◽  
Indigenous Communities ◽  
Forest Degradation ◽  
Forest Monitoring ◽  
Climate Mitigation ◽  
Transfer Program ◽  
Community Members ◽  
Community Based ◽  
Community Monitoring ◽  
Payment Schemes

Community-based forest monitoring is seen as a way both to improve community engagement and participation in national environmental payment schemes and climate mitigation priorities and to implement reducing emissions from deforestation and forest degradation and foster conservation, sustainable management of forests and enhancement of forest carbon stocks in developing countries (REDD+). There is a strong assumption among community-based monitoring advocates that community monitoring is a desirable approach. However, it is unclear why community members would want to participate in their own surveillance or be involved in a program likely to limit livelihood uses of forest areas and possibly even sanction them based on the data provided. This paper explores these issues by examining three communities involved in Peru’s Conditional Direct Transfer Program, in which indigenous communities are compensated for protecting communal forests through various mechanisms, including forest monitoring. The case studies focus specifically on communities that received smartphones and were trained in their use for monitoring. The results affirm the importance that benefits outweigh the costs of local participation to sustain motivation. They also point to key factors supporting the legitimacy of the program, specifically to overcome historical tensions between the state and indigenous communities. These include the nature of engagement by program implementers and the importance of building trust over time.

Sign in / Sign up

Export Citation Format

Share Document