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dc.contributor.authorMartínez López, Francisco José
dc.identifier.citationMartínez-López, F.J.; Aguilar-Illescas, R.; Molinillo, S.; Anaya-Sánchez, R.; Coca-Stefaniak, J.A.; Esteban-Millat, I. The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability 2021, 13, 3679. []es_ES
dc.descriptionThis research was partially funded by the Plan Andaluz de Investigacion, Desarrollo e Innovacion, Grupo SEJ-567 (Spain).es_ES
dc.description.abstractThe 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.es_ES
dc.description.sponsorshipPlan Andaluz de Investigacion, Desarrollo e Innovacion (Spain) SEJ-567es_ES
dc.rightsAtribución 3.0 España*
dc.subjectOnline brand communityes_ES
dc.subjectPositive WOMes_ES
dc.titleThe Role of Online Brand Community Engagement on the Consumer–Brand Relationshipes_ES

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Atribución 3.0 España
Except where otherwise noted, this item's license is described as Atribución 3.0 España