On the relationship between consumer-brand identification, brand community, and brand loyalty

Pedro Simões Coelho, Paulo Rita and Santos, Zélia Raposo

Journal of Retailing and Consumer Services, 2018, vol. 43, issue C, 101-110

Abstract: Recent studies have highlighted the importance of social media brand communities to brand loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a conceptual model in mass-market products in which consumers’ engagement in social media brand communities, brand identity, and consumer-brand identification are related to brand outcomes, such as trust and loyalty. A qualitative analysis was conducted, through in-depth interviews with experts and focus group discussions with consumers, so as to evaluate their experience with brands on social media. The findings indicated that in mass-markets, consumers engaged in social media brand communities may develop positive attitudes towards the brand, such as trust and loyalty, and that consumer-brand identification may have a fundamental role in transforming consumer-brand community interactions into consumer-brand relationships.

Keywords: Consumer-brand identification; Consumer engagement; Social media; Brand loyalty; Brand identity (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (41)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:43:y:2018:i:c:p:101-110

DOI: 10.1016/j.jretconser.2018.03.011

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