The Role of Online Brand Community Engagement on the Consumer–Brand Relationship
Metadata
Show full item recordEditorial
MDPI
Materia
Online brand community Engagement Participation Co-creation Positive WOM
Date
2021-03-26Referencia bibliográfica
Martínez-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. [https://doi.org/10.3390/su13073679]
Sponsorship
Plan Andaluz de Investigacion, Desarrollo e Innovacion (Spain) SEJ-567Abstract
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.