Weitere Kapitel dieses Buchs durch Wischen aufrufen
This chapter aims to explore consumer engagement in an online brand community. Consumer engagement includes cognitive, affective, and behavioral dimensions. This qualitative research focuses on the Finnish online forum called Brick Builders. This community is fully fan-based without any company involvement and it includes different age groups and both genders. The data collection is mainly based on netnography with more than 1000 postings and with nearly 200 different poster pseudonymes. However, pure netnographic approach was supplemented by 11 personal interviews and several interactive emails. This research proposes four main empirical findings. First, to create and sustain tight bonds among the members of an online brand community is vital in social networking. Second, to evangelize and justify are relevant thematic sub-practices in impression management. Third, to reinforce involvement in the brand community can be facilitated by community engagement. Fourth, to increase and enhance the consumption of the parent brand is typical in brand use.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Aaker, D. (2013). Building strong brands. London: Simon and Schuster.
Alexander, M., & Jaakkola, E. (2015). Customer engagement bebaviours and value co-creation. In R. Brodie, L. Hollebeek, & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges (pp. 3–20). London: Routledge.
Alexander, M., Jaakkola, E., & Hollebeek, L. (2018). Zooming out: Actor engagement beyond the dyadic. Journal of Service Management, 29(3), 333–351. CrossRef
Azer, J., & Alexander, M. (2018). Conceptualizing negatively valenced influencing behavior: Forms and triggers. Journal of Service Management, 29(3), 468–490. CrossRef
Brick Builders. (2018). Brick Builders in English [online]. Accessed June 25, 2018, from http://www.palikkatakomo.org/static/in-english
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–104. CrossRef
Brodie, R., Hollebeek, L., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions and implications for research. Journal of Service Research, 14(3), 252–271. CrossRef
Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. CrossRef
Carlson, B., Suter, T., & Brown, T. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284–291. CrossRef
Fehrer, J., Woratschek, H., Germelmann, C., & Brodie, R. (2018). Dynamics and drivers of customer engagement: Within the dyad and beyond. Journal of Service Management, 29(3), 443–467. CrossRef
Fernandes, T., & Esteves, F. (2016). Customer engagement and loyalty: A comparative study between service contexts. Services Marketing Quarterly, 37(2), 125–139. CrossRef
Gummerus, J., Liljander, V., Weman, E., & Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. CrossRef
Heding, T., Knudtzen, C., & Bjerre, M. (2016). Brand management: Research, theory and practice. London: Routledge.
Hollebeek, L. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573. CrossRef
Hollebeek, L., Glynn, M., & Brodie, R. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. CrossRef
Hook, M., Baxter, S., & Kulczynski, A. (2018). Antecedents and consequences of participation in brand communities: A literature review. Journal of Brand Management, 25(4), 277–292. CrossRef
Hung, H.-Y., & Lin, T.-L. (2015). A moderated mediation model of consumers’ role behaviors in brand communities. Asia Pacific Management Review, 20(3), 191–200. CrossRef
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261. CrossRef
Keller, K. (2013). Strategic brand management: Building, measuring, and managing brand equity. Boston, MA: Pearson.
Kozinets, R. (1999). E-tribalized marketing? The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252–264. CrossRef
Kozinets, R. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. CrossRef
Kozinets, R. (2010). Netnography: Doing ethnographic research online. London: Sage.
Kozinets, R. (2015). Netnography: Redefined. London: Sage.
Lee, H., Lee, C., Taylor, C., & Lee, J. (2011). Do online brand communities help to build and maintain relationships with consumers? A network theory approach. Journal of Brand Management, 19(3), 213–227. CrossRef
Li, L., Juric, B., & Brodie, R. (2018). Actor engagement valence: Conceptual foundations, propositions and research directions. Journal of Service Management, 29(3), 491–516. CrossRef
McAlexander, J., Schouten, J., & Koenig, H. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. CrossRef
Muniz, A., & O’Guinn, T. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef
Narvanen, E. (2013). Extending the collective consumption of brands. Acta Universitatis Tamperensis 1868. Tampere: Tampere University Press.
Schau, H., Muniz, A., & Arnould, E. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. CrossRef
Schembri, S., & Latimer, L. (2016). Online brand communities: Constructing and co-constructing brand culture. Journal of Marketing Management, 32(7–8), 628–651. CrossRef
Shang, R.-A., Chen, Y.-C., & Liao, H.-J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398–418. CrossRef
Skalen, P., Pace, S., & Cova, B. (2015). Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, 49(3–4), 596–620. CrossRef
- Consumer Engagement in an Online Brand Community