The brand communities in shaping the value proposition

Hanna Górska-Warsewicz

Chapter 13 in Handbook on Post-Schumpeterian Innovations, 2025, pp 225-245 from Edward Elgar Publishing

Abstract: Abstract: The purpose of this study was to identify the impact of brand communities on the co-creation processes of innovations and subsequently on brand trust and customer loyalty. Brands from the 2021 ranking of the world's most innovative companies by the Boston Consulting Group were considered. Regarding brand communities, brand identification, brand community identification, brand community engagement, and brand community participation were analyzed. The empirical study was conducted on a sample of 500 respondents in the first quarter of 2023. The structural equation model (PLS-SEM) was used to illustrate the relationship between the analyzed variables. Brand identification was proven to have a positive impact on brand community identification and brand trust. Brand community engagement was influenced by brand community identification. In turn, brand community participation positively influenced brand co-creation, and brand co-creation positively influenced the innovative value creation process. Brand loyalty was influenced by innovative brand creation and brand community participation. The results of this study are important in determining the role of brand communities and methods for communicating the value proposition for the innovative solutions being introduced. Implications, limitations, and directions for future research are also discussed.

Keywords: Brand community; Value proposition; Innovative brands (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035322503
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