scholarly journals Normative community pressure in brand community: a study of young entrepreneurs community of mandiri bank

2019 ◽  
Vol 22 (1) ◽  
Author(s):  
Lindiawati Lindiawati ◽  
Indrianawati Usman ◽  
Sri Wahyuni Astuti
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Primary Data ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Community Identification ◽  
Community Pressure

Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes. For the companies, brand community is considered an effective marketing strategy which is expected to achieve customer brand engagement. Anyhow, often companies focus more on the purposes of the brand community, but do not be quite aware of the policies, rules, or traditions firstly created as norms in order to lead the way the community members perceive and act. Often norms become pressures for the brand community members causing them reluctant to engage with he community. Referring to the theory of relationship marketing, this study develops a model of normative community pressure that is affected by both brand community identification and inter-member relationship quality, that are previously affected by brand relationship quality. The empirical analysis derives primary data of young entrepreneurship community created by one of the big five banks in Indonesia quantitatively analyzed using Structural Equation Modeling (Warp-PLS). The result helps explain the antecedents causing normative community pressure of the brand community. The implication of this study is that communitfy setter should regularly identify and analyze rules or practices within the community that might be potential barrier for the members in building engagement with the community.

Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

Effect of Influencer Marketing on Online Impulse Purchase

2021 ◽  
Vol 19 (3) ◽  
pp. 49-64
Author(s):  
Jay P. Trivedi
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Mediating Role ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Online Consumer ◽  
Impulse Purchase ◽  
Impulse Buying Tendency

Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.

scholarly journals Unveiling heterogeneous engagement-based loyalty in brand communities

2019 ◽  
Vol 53 (9) ◽  
pp. 1854-1881 ◽  
Author(s):  
Laurence Dessart ◽  
Joaquín Aldás-Manzano ◽  
Cleopatra Veloutsou
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Behavioural Engagement ◽  
Practical Implications

Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS. Findings The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups. Research limitations/implications The data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported. Practical implications This work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered. Originality/value This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

The role of consumer-brand engagement towards driving brand loyalty

2019 ◽  
Vol 14 (4) ◽  
pp. 987-1005 ◽  
Author(s):  
Kishalay Adhikari ◽  
Rajeev Kumar Panda
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Final Analysis ◽  
Consumer Involvement ◽  
Mediating Effect ◽  
Primary Data ◽  
Design Strategies ◽  
Content Type ◽  
Brand Engagement

Purpose The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context. Design/methodology/approach Primary data through survey questionnaires were used to gather empirical data from 443 automobile consumers, out of which 417 samples were included in the final analysis. Structural equation modelling technique was used for assessing the hypothesized direct and indirect relationships among the constructs. Findings The empirical findings exhibit consumer involvement and brand interactivity contributes positively and significantly towards consumer-brand engagement, while self-brand image congruity does not significantly influence consumer-brand engagement. Further, mediation analysis results show that relationship quality partially mediates the linkage between consumer-brand engagement and brand loyalty. Research limitations/implications The outcomes of this research may provide novel insights and contribute to the limited body of knowledge regarding consumer-brand engagement. In addition, the findings may assist the automobile brand managers and market strategists to design strategies aimed at developing long-term consumer relationships. Originality/value This empirical research assesses the mediating effect of relationship quality in the linkage between consumer-brand engagement and brand loyalty for automobile brands, and to the best of our knowledge, has not been attempted by prior researchers in this domain.

scholarly journals The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

2021 ◽  
Vol 13 (7) ◽  
pp. 3679
Author(s):  
Francisco J. Martínez-López ◽  
Rocío Aguilar-Illescas ◽  
Sebastián Molinillo ◽  
Rafael Anaya-Sánchez ◽  
J. Andres Coca-Stefaniak ◽  
...  
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Relationship ◽  
Proposed Model ◽  
Online Brand Community ◽  
Self Administered Questionnaire

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

scholarly journals Cultural Similarity Effect on the Relationship Quality between Exporters and Intermediaries and Export Performance of SMEs

2021 ◽  
Vol 21 (1) ◽  
pp. 399-418
Author(s):  
Norliza Hamir Basah ◽  
Siew-Imm Ng ◽  
Jo-Ann Ho ◽  
Raja Nerina Raja Yusof
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Export Performance ◽  
Primary Data ◽  
Equation Modeling ◽  
Relational Exchange ◽  
Foreign Markets ◽  
Exporting Firms ◽  
Similarity Effect ◽  
Cultural Similarity

Quality is a crucial component for developing a relationship between SME exporters and exporter intermediaries. The key role that quality plays in enhancing the performance of SMEs in foreign markets has been highlighted. Additionally, in order to support the development of such a relationship, cultural similarity is a fundamental catalyst particularly for initial stages of theinternationalization process due to the belief that companies perform better in foreign markets if they possess similar cultural backgrounds. However,there have beenprevious studies have reported inconsistencies in findings between cultural similarity andperformance. Hence, the purpose of this study is to examine what are the mechanisms inwhich cultural similarity can lead to relationship quality as well as performance. This current study usedthe Internationalization Process (IP) Theory and the Relational Exchange Theory (RET) to examine the synergistic effect of several factors on export performance within the context of Malaysian exporting SMEs and exporter intermediaries. A quantitative method was employed in this study where the primary data derived from 203 SME manufacturing exporting firms in Malaysia. Structural Equation Modeling using SmartPLS was used for data analysis. The result indicates that all hypotheses are supported. Findings may contribute to enriching the existing literature on export performance of Malaysian SMEs which use foreign intermediaries.

Inferred social approval and brand tribalism: a tale of two communities

2018 ◽  
Vol 27 (4) ◽  
pp. 363-374 ◽  
Author(s):  
Vishag Badrinarayanan ◽  
Jeremy J. Sierra
Keyword(s):  
Video Game ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Positive Effects ◽  
Area Of Interest ◽  
Video Gamers ◽  
Brand Tribalism

Purpose Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain under-explored. Focusing on brand tribes as the focal brand-centric consumer collective, the aim of this research is to examine and replicate the effects of inferences regarding societal approval (i.e. reputation, stigma and legitimacy) on members’ commitment to the tribe and brand tribalism. Design/methodology/approach Two distinct video game communities – one typically described in research and media as mainstream (Study 1; N = 242) and the other as deviant (Study 2; N = 926) – are used for data collection. Structural equation modeling is used to test hypotheses. Findings Interestingly, the significance and the direction of the paths differ meaningfully for these samples. For the mainstream community, reputation relates positively to legitimacy, while stigma relates inversely to both legitimacy and commitment. For the deviant community, reputation relates positively to legitimacy, while stigma relates positively to both legitimacy and commitment. For the mainstream community, reputation relates positively to commitment; for the deviant community, this relationship is non-significant. In turn, positive effects are found for legitimacy and commitment on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community). Research limitations/implications Using data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have 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 members must be acknowledged and understood by marketers. Within mainstream and deviant video game communities, such tribal-laden following exists. By further understanding determinants of brand tribalism, marketers and brand managers are in a better position to devise adroit strategies that appeal to targeted consumers, thereby boosting brand value. Originality/value Conceptualizing brand tribalism anthropologically, this study adds to the branding literature by examining cardinal, brand community/tribe-linked antecedents of brand tribalism, whereas previous study explores brand tribalism from the perspective of members’ evaluation of focal brands and existing community members. This investigation is fixated on members’ perceptions of societal impressions of the brand tribe, offering novel insight to brand tribe formation. Further, although pure replication is pursued, the results of the path analysis between the mainstream and deviant community samples vary, suggesting not all tribes are formed equally even within the same industry/context.

scholarly journals PEMANFAATAN WADAH BERBAGI PENGETAHUAN DAN KUALITAS MEREK TERHADAP PERILAKU LOYALITAS KONSUMEN

2021 ◽  
Vol 9 (4) ◽  
pp. 1420-1429
Author(s):  
Sam Oudom Serick ◽  
Bambang Purwoko ◽  
Derriawan Derriawan ◽  
Lingga Yuliana
Keyword(s):  
Structural Equation ◽  
Sampling Technique ◽  
Primary Data ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Brand Relationship ◽  
Cancer Suppression ◽  
Use Of Knowledge ◽  
Beauty Products

In this study, a brand of herbal medicine called Red Kank (cancer suppression) which was originally described strongly as a cancer reducer but has now evolved into something more than cancer-fighting products, such as health and beauty products. This strategic step has not been able to answer whether it leads to the company's success, but it opens the possibility to assess the quality of brand relationships, use of knowledge sharing platforms and their impact on consumer loyalty behavior Red Kank. Primary data were collected using purposive sampling technique from customers in Jakarta, Bekasi, Surabaya and Balikpapan. The results were then run with lisrel 8.7 and analyzed by Structural Equation Modeling (SEM). Statistical results show that the quality of the brand relationship is closely related to the image of the quality of the product itself. Therefore, the company's strategy to diversify, begins with increasing understanding of product brands to become company brands.

Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Matti Haverila ◽  
Caitlin McLaughlin ◽  
Kai C. Haverila ◽  
Mehak Arora
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Opportunity To Learn ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Brand Communities

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 has explored the difference between lurkers and posters within these brand communities. However, there are other ways to segment members, just as there are many ways to segment customers of products and services – and this paper aims to be a step toward going beyond simple lurking vs posting behavior as a means of differentiating community members. As such, the purpose of this paper is to segment brand communities based on not only their participation behavior but also their identification with the brand community, loyalty and benefits gained from membership. Design/methodology/approach This study used a cross-sectional survey of members of various brand communities in North America. Partial least squares structural equation modeling together with finite mixture partial least squares and prediction-oriented segmentation was used to discover the distinct segments of brand community members. Findings The findings indicate that there are two distinct segments that behave differently regarding their behavior, attitudes and motives. Segment one has a stronger relationship between identification and other outcomes and is also more motivated by social enhancement than segment two. Thus, it is clear that brand community members can be segmented and served based on more than their posting behavior. Originality/value The members of brand communities have often been thought of as homogeneous. This paper is unique in identifying heterogeneity among the members of the brand community and demonstrates the need for brand community managers to identify these differences and manage the brand community accordingly.

scholarly journals I can’t stop hating you: an anti-brand-community perspective on apple brand hate

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clarinda Rodrigues ◽  
Amélia Brandão ◽  
Paula Rodrigues
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Impact ◽  
The Given ◽  
First Time ◽  
Brand Hate

Purpose This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate. Design/methodology/approach The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling. Findings The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple. Originality/value This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.

Sign in / Sign up

Export Citation Format

Share Document