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Drivers of brand community engagement

Jitender Kumar and Vikas Kumar

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: 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)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s096969891830777x

DOI: 10.1016/j.jretconser.2019.101949

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