How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation

The majority of brand community literature deals with the exploration of the nature of brand communities and the measurement of community effects. However, existing literature on how to implement and to manage company-run brand communities is rare. In the present article, we conceptualize drivers an...

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Bibliographic Details
Published inJournal of relationship marketing (Binghamton, N.Y.) Vol. 7; no. 3; pp. 237 - 256
Main Authors Woisetschläger, David M., Hartleb, Vivian, Blut, Markus
Format Journal Article
LanguageEnglish
Published Binghamton Taylor & Francis Group 17.10.2008
Taylor & Francis LLC
Subjects
Brand community
Brand image
Community
community loyalty
Consumer behavior
consumer participation
Participation
Studies
word-of-mouth
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Summary:The majority of brand community literature deals with the exploration of the nature of brand communities and the measurement of community effects. However, existing literature on how to implement and to manage company-run brand communities is rare. In the present article, we conceptualize drivers and consequences of consumer brand community participation and empirically test our model with a data set of 1,025 members of a virtual brand community. Results indicate that identification with community, satisfaction with community, and degree of influence explain most of the variance in consumer participation. Moreover, positive influences of participation on recommendation behavior, brand image of the community sponsor, and intention to continue community membership can be confirmed.
ISSN:1533-2667
1533-2675
DOI:10.1080/15332660802409605