Study of Brand Love as Consequence of Virtual Brand Community Engagement
Journal Title: International Journal of the Computer, the Internet and Management - Year 2017, Vol 25, Issue 1
Abstract
Brands today face a new challenge as consumers take the communications into their hands using social media to connect more among themselves. The traditional view that consumers are the passive recipients of communications created by marketers is quickly becoming obsolete as consumers form virtual brand communities. As a consequence it is important to develop a new model for understanding consumer behavior in the context of these brand communities, which is an important aspect in the development of e-business. This research explores the role of identification, psychological sense of community, and engagement on brand love, which is a new construct that is better suited for explaining consumers’ commitment to the relationship with the brand. The study interviewed respondents via an online survey posted in the fan pages because it is the place of interaction among the fans. A total of 576 usable questionnaires were collected. Structural Equation Modeling (SEM) was used to test the relationships between the latent constructs in the study. The effects of identification factors on brand love are mediated by engagement. It is found that to enhance brand love it is important to consider engagement, which is the recruitment of like-minded consumers to help in the creation of value-added activities. Future research can explore the temporal effect of engagement because it is found that a majority of the respondents are aged over 30 years.
Authors and Affiliations
Marissa Chantamas, Kriengsin Prasongsukarn
Keywords
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