The Effect of Brand Community and Relational Factors on Community Commitment and Brand Attachment

2016 ◽  
Vol 24 (4) ◽  
pp. 93-111 ◽  
Author(s):  
Sang-Hyun Park ◽  
Ho-Taek Yi
Keyword(s):  
Brand Community ◽  
Brand Attachment ◽  
Relational Factors ◽  
Community Commitment

Who's Who

2020 ◽  
pp. 1-17
Author(s):  
Nathalie Collins ◽  
Jeff Volkheimer ◽  
Jamie Murphy
Keyword(s):  
Science Fiction ◽  
Classification System ◽  
Cross Cultural ◽  
Brand Community ◽  
Lingua Franca ◽  
Brand Attachment

Industry and academic circles continue to attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (“evangelists”), slang (“geeks, mavens, haters”), science fiction (“fanboys”), and science (“alpha”). Although sometimes used as generic terms, upon examination, these and other such labels, can define the spectrum of brand attachment in a specific way—through narrative, metaphor, and cross-cultural labelling. Such labelling is happening already. This chapter parses the current meaning of one term from another into a folksonomy, or classification system developed by those steeped in the culture. This segmentation enables further research into specific fan types, along with industry recommendations for approaching each segment based on the behavioural characteristic inherent in both the historic and common usage of the word. It also moves toward the standardisation of these terms in industry and academic circles in order to further enable a lingua franca relating to this phenomenon.

Who's Who

2022 ◽  
pp. 84-100
Author(s):  
Nathalie Collins ◽  
Jeff Volkheimer ◽  
Jamie Murphy
Keyword(s):  
Science Fiction ◽  
Classification System ◽  
Cross Cultural ◽  
Brand Community ◽  
Lingua Franca ◽  
Brand Attachment

Industry and academic circles continue to attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (“evangelists”), slang (“geeks, mavens, haters”), science fiction (“fanboys”), and science (“alpha”). Although sometimes used as generic terms, upon examination, these and other such labels, can define the spectrum of brand attachment in a specific way—through narrative, metaphor, and cross-cultural labelling. Such labelling is happening already. This chapter parses the current meaning of one term from another into a folksonomy, or classification system developed by those steeped in the culture. This segmentation enables further research into specific fan types, along with industry recommendations for approaching each segment based on the behavioural characteristic inherent in both the historic and common usage of the word. It also moves toward the standardisation of these terms in industry and academic circles in order to further enable a lingua franca relating to this phenomenon.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

scholarly journals The Links Between Social Motivational Engagements, Brand Community Commitment and Repurchase Intention Across Online Brand Communities

2019 ◽  
Vol 7 (2) ◽  
pp. 7-24
Author(s):  
Ramūnas Časas ◽  
Tomas Palaima ◽  
Lasha Mironidze
Keyword(s):  
Online Community ◽  
Repurchase Intention ◽  
Brand Community ◽  
Repurchase Intentions ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Social Motivations ◽  
The Relationship ◽  
Community Commitment

The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.

scholarly journals Modelling the role of brand community on brand features through Mediation of brand attachment

2019 ◽  
Author(s):  
Mehdi Rastegari ◽  
Seyad Ehsan Amirhossini ◽  
Ahmad Torkfar
Keyword(s):  
Brand Community ◽  
Brand Attachment

Building brand loyalty through managing brand community commitment

2011 ◽  
Vol 49 (7) ◽  
pp. 1194-1213 ◽  
Author(s):  
Won‐Moo Hur ◽  
Kwang‐Ho Ahn ◽  
Minsung Kim
Keyword(s):  
Brand Loyalty ◽  
Brand Community ◽  
Community Commitment
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