Model of Brand Community Identification on Brand Loyalty in a Human Brand’s Community: A Study of BTS ARMY on Weverse

Witha Shofani Rizka () and Hapsari Setyowardhani
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Witha Shofani Rizka: Universitas Indonesia, Faculty of Business and Economics
Hapsari Setyowardhani: Universitas Indonesia, Faculty of Business and Economics

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 891-900 from Springer

Abstract: Abstract This study identified the antecedents of brand community identification based on the uses and gratification theory while examining the relationship between brand community identification and brand loyalty. Structural equation modeling was used to test the theoretical framework based on an online survey of 315 BTS brand community members (ARMY) in Indonesia. The analytical results revealed that perceived human value and brand-related value led people to identify with a brand community, while information value did not. Furthermore, brand community identification could also explain attitudinal, behavioral, and oppositional loyalty although it scored low on oppositional loyalty due to the existence of multi-group fans in the fandom.

Keywords: Brand community; brand community identification; brand loyalty; uses and gratification theory (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-234-7_92

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DOI: 10.2991/978-94-6463-234-7_92

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