Antecedents and consequences of participation in brand communities: a literature review

Margurite Hook (), Stacey Baxter () and Alicia Kulczynski ()
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Margurite Hook: University of Newcastle City Campus
Stacey Baxter: University of Newcastle City Campus
Alicia Kulczynski: University of Newcastle City Campus

Journal of Brand Management, 2018, vol. 25, issue 4, No 1, 277-292

Abstract: Abstract With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.

Keywords: Brand community participation; Literature review; Online brand communities; Offline brand communities; Social-media-based brand communities (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (10)

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DOI: 10.1057/s41262-017-0079-8

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