Drivers of brand community engagement
Jitender Kumar and
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the community relationship investment in predicting the levels of brand community engagement.
Keywords: Brand community engagement; Brand community experiences; Brand community self-esteem; Brand community relationship investment; Brand community commitment; Brand loyalty; Brand ownership; Online brand communities (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s096969891830777x
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