Skip to main content
main-content
Top

Hint

Swipe to navigate through the chapters of this book

2021 | OriginalPaper | Chapter

7. Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory

share
SHARE

Abstract

Online brand communities (OBCs) are gaining traction in the development of marketing strategy within the fashion industry, but it is unclear how the dominant group of users, the millennials, is responding to the prevailing and varying customer loyalty programmes. Traditionally, customers’ loyalty is measured by the volume of purchases. However, loyalty is not just based on the perceived materialistic and monetary gains a customer obtains. Loyalty also involves the strong feeling of support or allegiance that moves a customer to remain faithful with a brand despite the occurrence of a negative backlash on social media. However, customers do not have the same level of loyalty for a brand. Some even have more loyalty towards the OBC than to the brand itself. Based on the understanding that loyalty differs among groups of people within the same OBC, this chapter contributes to existing literature and provides a conceptual insight into how OBCs activate customers’ multidimensional loyalty intentions towards fashion brands. Based on customers’ experience within OBCs from the fashion industry, this chapter identifies different levels of loyalty towards fashion brands which can indicate millennial customers’ loyalty intentions. From this we can identify the diverse attitudes and actions that separate millennial customers into sub-groups based on their loyalty intentions.
Literature
go back to reference Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. CrossRef Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. CrossRef
go back to reference Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. CrossRef Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. CrossRef
go back to reference Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word-of-mouth on dissatisfied customers: A frustration–aggression perspective. Psychology & Marketing, 37(4), 564–577. CrossRef Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word-of-mouth on dissatisfied customers: A frustration–aggression perspective. Psychology & Marketing, 37(4), 564–577. CrossRef
go back to reference Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. CrossRef Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. CrossRef
go back to reference Bagozzi, R. P., & Lee, K. H. (2002). Multiple routes for social influence: The role of compliance, internalization, and social identity. Social Psychology Quarterly, 65(3), 226–247. CrossRef Bagozzi, R. P., & Lee, K. H. (2002). Multiple routes for social influence: The role of compliance, internalization, and social identity. Social Psychology Quarterly, 65(3), 226–247. CrossRef
go back to reference Baldus, B., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. CrossRef Baldus, B., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. CrossRef
go back to reference Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. CrossRef Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. CrossRef
go back to reference Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attitude-behavior relationship: The impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(2), 1–10. CrossRef Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attitude-behavior relationship: The impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(2), 1–10. CrossRef
go back to reference Bemmaor, A. C. (1995). Predicting behavior from intention-to-buy measures: The parametric case. Journal of Marketing Research, 32(2), 176–191. CrossRef Bemmaor, A. C. (1995). Predicting behavior from intention-to-buy measures: The parametric case. Journal of Marketing Research, 32(2), 176–191. CrossRef
go back to reference Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychological contract perspective. Journal of Business Research, 103, 34–44. CrossRef Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychological contract perspective. Journal of Business Research, 103, 34–44. CrossRef
go back to reference Bilgihan, A., Okumus, F., & Cobanoglu, C. (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13–22. CrossRef Bilgihan, A., Okumus, F., & Cobanoglu, C. (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13–22. CrossRef
go back to reference Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptualization, scale development, and validation. Journal of Marketing, 81(6), 116–131. CrossRef Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptualization, scale development, and validation. Journal of Marketing, 81(6), 116–131. CrossRef
go back to reference Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. CrossRef Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. CrossRef
go back to reference Broyles, S. A., Schumann, D. W., & Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationships. Journal of Marketing Theory and Practice, 17(2), 145–162. CrossRef Broyles, S. A., Schumann, D. W., & Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationships. Journal of Marketing Theory and Practice, 17(2), 145–162. CrossRef
go back to reference Butcher, L., Phau, I., & Shimul, A. S. (2017). Uniqueness and status consumption in Generation Y consumers. Marketing Intelligence & Planning, 35(5), 673–687. CrossRef Butcher, L., Phau, I., & Shimul, A. S. (2017). Uniqueness and status consumption in Generation Y consumers. Marketing Intelligence & Planning, 35(5), 673–687. CrossRef
go back to reference Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2005). Do intentions really predict behavior? Self-generated validity effects in survey research. Journal of Marketing, 69(2), 1–14. CrossRef Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2005). Do intentions really predict behavior? Self-generated validity effects in survey research. Journal of Marketing, 69(2), 1–14. CrossRef
go back to reference Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020a). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107,. CrossRef Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020a). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107,. CrossRef
go back to reference Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product and Brand Management, 28(2), 154–165. CrossRef Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product and Brand Management, 28(2), 154–165. CrossRef
go back to reference Cossío-Silva, F. J., Revilla-Camacho, M. A., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69, 1621–1625. CrossRef Cossío-Silva, F. J., Revilla-Camacho, M. A., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69, 1621–1625. CrossRef
go back to reference Cunningham, R. M. (1956). Brand loyalty—What where how much? Harvard Business Review, 34, 116–128. Cunningham, R. M. (1956). Brand loyalty—What where how much? Harvard Business Review, 34, 116–128.
go back to reference Dick, A. S., & Basu, K. (1994a). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef Dick, A. S., & Basu, K. (1994a). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef
go back to reference DuWors, R. E., Jr., & Haines, G. H., Jr. (1990). Event history analysis measures of brand loyalty. Journal of Marketing Research, 27(4), 485–493. CrossRef DuWors, R. E., Jr., & Haines, G. H., Jr. (1990). Event history analysis measures of brand loyalty. Journal of Marketing Research, 27(4), 485–493. CrossRef
go back to reference Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872–891. CrossRef Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872–891. CrossRef
go back to reference Fang, C., & Zhang, J. (2019). Users’ continued participation behavior in social Q&A communities: A motivation perspective. Computers in Human Behaviour, 92, 87–109. CrossRef Fang, C., & Zhang, J. (2019). Users’ continued participation behavior in social Q&A communities: A motivation perspective. Computers in Human Behaviour, 92, 87–109. CrossRef
go back to reference Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef
go back to reference Fuchs, C., Prandelli, E., Schreier, M., & Dahl, D. W. (2013). All that is users might not be gold: How labeling products as user designed backfires in the context of luxury fashion brands. Journal of Marketing, 77(5), 75–91. CrossRef Fuchs, C., Prandelli, E., Schreier, M., & Dahl, D. W. (2013). All that is users might not be gold: How labeling products as user designed backfires in the context of luxury fashion brands. Journal of Marketing, 77(5), 75–91. CrossRef
go back to reference Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452. CrossRef Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452. CrossRef
go back to reference Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. CrossRef Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. CrossRef
go back to reference Gass, R. H. (2015). Social influence, sociology of. In J. Wright (Ed.), International Encyclopedia Of The Social & Behavioral Sciences (2nd ed.). Elsevier. Gass, R. H. (2015). Social influence, sociology of. In J. Wright (Ed.), International Encyclopedia Of The Social & Behavioral Sciences (2nd ed.). Elsevier.
go back to reference Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self-concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457–465. CrossRef Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self-concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457–465. CrossRef
go back to reference Guest, L. P. (1944). A study of brand loyalty. Journal of Applied Psychology, 28, 16–27. CrossRef Guest, L. P. (1944). A study of brand loyalty. Journal of Applied Psychology, 28, 16–27. CrossRef
go back to reference Gruner, R., Homburg, C., & Lukas, B. (2014). Firm-hosted online brand communities and new product success. Journal of the Academy of Marketing Science, 42(1), 29–48. CrossRef Gruner, R., Homburg, C., & Lukas, B. (2014). Firm-hosted online brand communities and new product success. Journal of the Academy of Marketing Science, 42(1), 29–48. CrossRef
go back to reference Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research, 70, 136–144. CrossRef Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research, 70, 136–144. CrossRef
go back to reference Helal, G., Ozuem, W., & Lancaster, G. (2018a). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef Helal, G., Ozuem, W., & Lancaster, G. (2018a). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef
go back to reference Ibrahim, N. F., Wang, X., & Bourne, H. (2017). Exploring the effect of user engagement in online brand communities: Evidence from Twitter. Computers in Human Behavior, 72, 321–338. CrossRef Ibrahim, N. F., Wang, X., & Bourne, H. (2017). Exploring the effect of user engagement in online brand communities: Evidence from Twitter. Computers in Human Behavior, 72, 321–338. CrossRef
go back to reference Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14–22. CrossRef Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77, 14–22. CrossRef
go back to reference Kara, S., Vredeveld, A. J., & Ross, W. T., Jr. (2018). We share; we connect: How shared brand consumption influences relational brand connections. Psychology & Marketing, 35(5), 325–340. CrossRef Kara, S., Vredeveld, A. J., & Ross, W. T., Jr. (2018). We share; we connect: How shared brand consumption influences relational brand connections. Psychology & Marketing, 35(5), 325–340. CrossRef
go back to reference Kelman, H. (1958a). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. CrossRef Kelman, H. (1958a). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. CrossRef
go back to reference Kemp, E., Cowart, K., & Bui, M. M. (2020). Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages. Journal of Business Research, 112, 200–209. CrossRef Kemp, E., Cowart, K., & Bui, M. M. (2020). Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages. Journal of Business Research, 112, 200–209. CrossRef
go back to reference Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. CrossRef Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. CrossRef
go back to reference Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495–1499. CrossRef Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495–1499. CrossRef
go back to reference Klostermann, J., Plumeyer, A., Böger, D., & Decker, R. (2018). Extracting brand information from social networks: Integrating image, text, and social tagging data. International Journal of Research in Marketing, 35(4), 538–556. CrossRef Klostermann, J., Plumeyer, A., Böger, D., & Decker, R. (2018). Extracting brand information from social networks: Integrating image, text, and social tagging data. International Journal of Research in Marketing, 35(4), 538–556. CrossRef
go back to reference Kozinets, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67–88. CrossRef Kozinets, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67–88. CrossRef
go back to reference Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7–25. CrossRef Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7–25. CrossRef
go back to reference Kupfer, A. K., Pähler vor der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The role of the partner brand’s social media power in brand alliances. Journal of Marketing, 82(3), 25–44. Kupfer, A. K., Pähler vor der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The role of the partner brand’s social media power in brand alliances. Journal of Marketing, 82(3), 25–44.
go back to reference Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113–121. CrossRef Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113–121. CrossRef
go back to reference Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), 45–61. CrossRef Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), 45–61. CrossRef
go back to reference Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56–64. CrossRef Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56–64. CrossRef
go back to reference Liao, J., Huang, M., & Xiao, B. (2017). Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach. Journal of Business Research, 71, 92–101. CrossRef Liao, J., Huang, M., & Xiao, B. (2017). Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach. Journal of Business Research, 71, 92–101. CrossRef
go back to reference Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355–369. CrossRef Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355–369. CrossRef
go back to reference Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19–35. CrossRef Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19–35. CrossRef
go back to reference Lucero-Romero, G., & Arias-Bolzmann, L. G. (2019). Millennials’ use of online social networks for job search: The Ecuadorian case. Psychology & Marketing, 37(3), 359–368. CrossRef Lucero-Romero, G., & Arias-Bolzmann, L. G. (2019). Millennials’ use of online social networks for job search: The Ecuadorian case. Psychology & Marketing, 37(3), 359–368. CrossRef
go back to reference Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. A., et al. (2018). Millennial Chinese consumers’ perceived destination brand value. Journal of Business Research, 116, 655–665. CrossRef Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. A., et al. (2018). Millennial Chinese consumers’ perceived destination brand value. Journal of Business Research, 116, 655–665. CrossRef
go back to reference MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374. CrossRef MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374. CrossRef
go back to reference Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832–849. CrossRef Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832–849. CrossRef
go back to reference McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. CrossRef McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. CrossRef
go back to reference Meek, S., Ryan, M., Lambert, C., & Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research, 100, 234–244. CrossRef Meek, S., Ryan, M., Lambert, C., & Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research, 100, 234–244. CrossRef
go back to reference Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service dominant logic perspective. Journal of the Academy of Marketing Science, 37, 328–344. CrossRef Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service dominant logic perspective. Journal of the Academy of Marketing Science, 37, 328–344. CrossRef
go back to reference Moon, S., & Kamakura, W. A. (2017). A picture is worth a thousand words: Translating product reviews into a product positioning map. International Journal of Research in Marketing, 34(1), 265–285. CrossRef Moon, S., & Kamakura, W. A. (2017). A picture is worth a thousand words: Translating product reviews into a product positioning map. International Journal of Research in Marketing, 34(1), 265–285. CrossRef
go back to reference Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. CrossRef Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. CrossRef
go back to reference Mousavi, S., Roper, S., & Keeling, K. A. (2017). Interpreting social identity in online brand communities: Considering posters and lurkers. Psychology & Marketing, 34(4), 376–393. CrossRef Mousavi, S., Roper, S., & Keeling, K. A. (2017). Interpreting social identity in online brand communities: Considering posters and lurkers. Psychology & Marketing, 34(4), 376–393. CrossRef
go back to reference Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. CrossRef
go back to reference Netzer, O., Feldman, R., Goldenberg, J., & Fresko, M. (2012). Mine your own business: Market-structure surveillance through text mining. Marketing Science, 31(3), 521–543. CrossRef Netzer, O., Feldman, R., Goldenberg, J., & Fresko, M. (2012). Mine your own business: Market-structure surveillance through text mining. Marketing Science, 31(3), 521–543. CrossRef
go back to reference Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (Special issue), 33–44. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63 (Special issue), 33–44.
go back to reference Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology & Marketing, 24(4), 315–341. CrossRef Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology & Marketing, 24(4), 315–341. CrossRef
go back to reference Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9–10), 1059–1083. CrossRef Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9–10), 1059–1083. CrossRef
go back to reference Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116. Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116.
go back to reference Ozuem, W., Thomas, T., & Lancaster, G. (2016). The influence of customer loyalty on small island economies: An empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef Ozuem, W., Thomas, T., & Lancaster, G. (2016). The influence of customer loyalty on small island economies: An empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef
go back to reference Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef
go back to reference Patten, E., Ozuem, W., & Howell, K. (2020). Service quality in multichannel fashion retailing: An exploratory study. Information Technology & People, 33(4), 1327–1356. CrossRef Patten, E., Ozuem, W., & Howell, K. (2020). Service quality in multichannel fashion retailing: An exploratory study. Information Technology & People, 33(4), 1327–1356. CrossRef
go back to reference Sharp, A., Sharp, B., & Wright, M. (2002). Questioning the value of the “true” brand loyalty distinction. International Journal of Research in Marketing, 19(1), 81–90. CrossRef Sharp, A., Sharp, B., & Wright, M. (2002). Questioning the value of the “true” brand loyalty distinction. International Journal of Research in Marketing, 19(1), 81–90. CrossRef
go back to reference Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer experience journeys: Loyalty loops versus involvement spirals. Journal of Marketing, p. 0022242920920262. Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer experience journeys: Loyalty loops versus involvement spirals. Journal of Marketing, p. 0022242920920262.
go back to reference Thompson, S. A., & Sinha, R. K. (2008). Brand communities and new product adoption: The influence and limits of oppositional loyalty. Journal of Marketing, 72(6), 65–80. Thompson, S. A., & Sinha, R. K. (2008). Brand communities and new product adoption: The influence and limits of oppositional loyalty. Journal of Marketing, 72(6), 65–80.
go back to reference Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102. CrossRef Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102. CrossRef
go back to reference Venkatesh, V., & Davis, F. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. CrossRef Venkatesh, V., & Davis, F. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. CrossRef
go back to reference Verhagen, T., Swen, E., Feldberg, F., & Merikivi, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behavior, 48, 340–357. CrossRef Verhagen, T., Swen, E., Feldberg, F., & Merikivi, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behavior, 48, 340–357. CrossRef
go back to reference Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. CrossRef Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. CrossRef
go back to reference Warshaw, P. (1980). A new model for predicting behavioral intentions: An alternative to Fishbein. Journal of Marketing Research, 17(2), 153. CrossRef Warshaw, P. (1980). A new model for predicting behavioral intentions: An alternative to Fishbein. Journal of Marketing Research, 17(2), 153. CrossRef
go back to reference Wilson, A. E., Giebelhausen, M. D., & Brady, M. K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547. CrossRef Wilson, A. E., Giebelhausen, M. D., & Brady, M. K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547. CrossRef
go back to reference Willis, M. (2019). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.) Leveraging computer-mediated marketing environments. IGI Global. Willis, M. (2019). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.) Leveraging computer-mediated marketing environments. IGI Global.
go back to reference Willis, M., Ng, R., & Chitran, V. (2019). Exploring the relationship between customer participation and online brand community and consumer loyalty. Interdisciplinary Journal of Economics and Business Law, 9(special issue), 72–111. Willis, M., Ng, R., & Chitran, V. (2019). Exploring the relationship between customer participation and online brand community and consumer loyalty. Interdisciplinary Journal of Economics and Business Law, 9(special issue), 72–111.
go back to reference Willis, M., Ozuem, W., & Ng, R (2019). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omnichannel retailing strategies for fashion and luxury brands. Brown Walker Press. Willis, M., Ozuem, W., & Ng, R (2019). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omnichannel retailing strategies for fashion and luxury brands. Brown Walker Press.
go back to reference Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258–270. CrossRef Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258–270. CrossRef
go back to reference Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240. CrossRef Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240. CrossRef
go back to reference Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38–47. CrossRef Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38–47. CrossRef
go back to reference Yuan, D., Lin, Z., & Zhuo, R. (2016). What drives consumer knowledge sharing in online travel communities? Personal attributes or e-service factors? Computers in Human Behavior, 63, 68–74. CrossRef Yuan, D., Lin, Z., & Zhuo, R. (2016). What drives consumer knowledge sharing in online travel communities? Personal attributes or e-service factors? Computers in Human Behavior, 63, 68–74. CrossRef
go back to reference Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216–223. CrossRef Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216–223. CrossRef
go back to reference Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57(4), 445–455. CrossRef Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57(4), 445–455. CrossRef
go back to reference Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020b). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107,. CrossRef Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020b). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107,. CrossRef
go back to reference Dick, A. S., & Basu, K. (1994b). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef Dick, A. S., & Basu, K. (1994b). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef
go back to reference Helal, G., Ozuem, W., & Lancaster, G. (2018b). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef Helal, G., Ozuem, W., & Lancaster, G. (2018b). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977–998. CrossRef
go back to reference Kelman, H. (1958b). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. CrossRef Kelman, H. (1958b). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. CrossRef
go back to reference Willis, M. (2019). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.) Leveraging computer-mediated marketing environments. IGI Global. Willis, M. (2019). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.) Leveraging computer-mediated marketing environments. IGI Global.
go back to reference Willis, M., Ozuem, W., & Ng, R. (2019). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omni-channel marketing strategies for fashion and luxury brands. Brown Walker Press. Willis, M., Ozuem, W., & Ng, R. (2019). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omni-channel marketing strategies for fashion and luxury brands. Brown Walker Press.
Metadata
Title
Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory
Author
Michelle Willis
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_7