Does better community experience lead to higher brand love and community engagement? Examining their roles on brand equity

Amanish Lohan

International Journal of Internet Marketing and Advertising, 2026, vol. 25, issue 1, 52-67

Abstract: This study seeks to examine the role of brand community experience in determining brand love and brand community engagement for the participants of the community. It also examines the impact of brand love and brand community engagement on brand equity. Data were collected through a self-administered questionnaire based on measurement of variables adopted from earlier studies. A total of 390 usable responses were collected through online brand community members. Results were analysed using SPSS and AMOS. The results suggest the role of community experience is pivotal in determining the positive or negative impact on brand love and brand community engagement. The study also shows that participants who engage more within the community and possess feelings of brand love have a higher brand equity as part of the community. This study explores several relationships which are not found in prior literature. The role of community experience is still nascent and its impact on constructs like brand love or brand equity is not found in literature. The study also provides a fresh perspective to examine the behaviour of brand community members through experience and community engagement.

Keywords: online brand communities; community experience; brand love; brand community engagement; brand equity; e-word of mouth; eWOM. (search for similar items in EconPapers)
Date: 2026
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