Brand Community Participation
Journal
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Pages
97
ISBN
978-3-319-10863-6
978-3-319-10864-3
Date Issued
2015-01
Author(s)
Abstract
In today's highly competitive and often hostile marketing environment, brand communities offer a fresh, effective, and vital approach to forging deep and enduring affective bonds between consumers and brands. Because of the growing recognition that value is created by the brand community in the exchange process, marketing scholars continue to dedicate a considerable amount of effort to understanding the process of brand community cultivation. A key feature of this process is brand community participation (BCP). In this research, we set three primary objectives in order to enhance the understanding of BCP and its antecedents and consequences.
Subjects
Community Participation | Community Rule | Imitative Behavior | Relational Trust | Relationship Satisfaction
Publisher
Springer, Cham
Type
book part