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Nuan Luo - One of the best experts on this subject based on the ideXlab platform.
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understanding relationship benefits from harmonious Brand Community on social media
Internet Research, 2016Co-Authors: Mingli Zhang, Nuan LuoAbstract:– Brand communities have been labeled as a social aggregation of Brand fans and businesses. Yet, limited research has examined customers’ perceived relationship benefits in Brand Community on social media. Drawing from social capital theory and relationship benefits research, the purpose of this paper is to discover how online harmonious Brand Community influence customers’ perceived relationship benefits (i.e. confidence, special treatment, social and honor). , – Hypotheses are tested by applying a structural equation modeling and the data are collected from a survey of smartphone Community members (n=543) based on Sina Weibo. , – The results suggest that harmonious Brand communities strengthen customers’ perceived relationship benefits on social media, which are the important factors to form Community satisfaction and positive word-of-mouth of Community. And Community engagement amplifies the influence of harmonious Brand communities and has a moderating effect on the role of harmonious Community relationships in confidence benefits. , – The present study extends prior research on relationship benefits from the perspective of Brand Community based on social media and reveals the role of harmonious Community relationships in developing Community satisfaction and positive word-of-mouth.
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How Community interactions contribute to harmonious Community relationships and customers’ identification in online Brand Community
International Journal of Information Management, 2016Co-Authors: Nuan Luo, Mingli Zhang, Yu WangAbstract:Abstract As a proxy for the vitality of online Brand Community, effective interaction has always been viewed as a prerequisite for the formation of harmonious organization atmosphere and high degree of organizational identity. To investigate the process, this study proposes a model delineates the relationship among Community interactions, harmonious Community relationships, and customers’ Community identification. The findings, based on 665 valid samples, reveal that different Community interactions (product-information, human-computer, and interpersonal) have different effects on harmonious Community relationships (customer-Brand and customer-other customers’ relationships), which in turn influences customers’ identification with Community. Furthermore, these Community interactions have an interactive effect on harmonious Community relationships. Based on the analytical results, this study concludes with some managerial and research implications.
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the effects of value co creation practices on building harmonious Brand Community and achieving Brand loyalty on social media in china
Computers in Human Behavior, 2015Co-Authors: Nuan Luo, Mingli Zhang, Wenhua LiuAbstract:Value co-creation practices influence consumer-Brand-consumer triad relationships.Harmonious Brand communities enhance Community commitment and Brand loyalty.Community commitment has positive effects on Brand loyalty. Social media activities generated by consumers in Brand communities are claimed to have a potentially game-changing impact on interaction among Brand entities and Brand building. In this article, we explore whether value co-creation practices in Brand Community have positive effects on the consumer-Brand and consumer-other consumers' relationships, as well as, Community commitment and Brand loyalty. A survey based empirical study with 286 respondents was conducted. The results of structural equation modeling show that four value co-creation practices positively influence consumer-other consumers' relationships and only two of the four positively influence consumer-Brand relationships. The consumer-Brand-consumer triad relationships could significantly enhance Brand loyalty directly, as well as indirectly through Community commitment. Finally, theoretical and managerial implications are discussed.
Mingli Zhang - One of the best experts on this subject based on the ideXlab platform.
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understanding relationship benefits from harmonious Brand Community on social media
Internet Research, 2016Co-Authors: Mingli Zhang, Nuan LuoAbstract:– Brand communities have been labeled as a social aggregation of Brand fans and businesses. Yet, limited research has examined customers’ perceived relationship benefits in Brand Community on social media. Drawing from social capital theory and relationship benefits research, the purpose of this paper is to discover how online harmonious Brand Community influence customers’ perceived relationship benefits (i.e. confidence, special treatment, social and honor). , – Hypotheses are tested by applying a structural equation modeling and the data are collected from a survey of smartphone Community members (n=543) based on Sina Weibo. , – The results suggest that harmonious Brand communities strengthen customers’ perceived relationship benefits on social media, which are the important factors to form Community satisfaction and positive word-of-mouth of Community. And Community engagement amplifies the influence of harmonious Brand communities and has a moderating effect on the role of harmonious Community relationships in confidence benefits. , – The present study extends prior research on relationship benefits from the perspective of Brand Community based on social media and reveals the role of harmonious Community relationships in developing Community satisfaction and positive word-of-mouth.
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How Community interactions contribute to harmonious Community relationships and customers’ identification in online Brand Community
International Journal of Information Management, 2016Co-Authors: Nuan Luo, Mingli Zhang, Yu WangAbstract:Abstract As a proxy for the vitality of online Brand Community, effective interaction has always been viewed as a prerequisite for the formation of harmonious organization atmosphere and high degree of organizational identity. To investigate the process, this study proposes a model delineates the relationship among Community interactions, harmonious Community relationships, and customers’ Community identification. The findings, based on 665 valid samples, reveal that different Community interactions (product-information, human-computer, and interpersonal) have different effects on harmonious Community relationships (customer-Brand and customer-other customers’ relationships), which in turn influences customers’ identification with Community. Furthermore, these Community interactions have an interactive effect on harmonious Community relationships. Based on the analytical results, this study concludes with some managerial and research implications.
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the effects of value co creation practices on building harmonious Brand Community and achieving Brand loyalty on social media in china
Computers in Human Behavior, 2015Co-Authors: Nuan Luo, Mingli Zhang, Wenhua LiuAbstract:Value co-creation practices influence consumer-Brand-consumer triad relationships.Harmonious Brand communities enhance Community commitment and Brand loyalty.Community commitment has positive effects on Brand loyalty. Social media activities generated by consumers in Brand communities are claimed to have a potentially game-changing impact on interaction among Brand entities and Brand building. In this article, we explore whether value co-creation practices in Brand Community have positive effects on the consumer-Brand and consumer-other consumers' relationships, as well as, Community commitment and Brand loyalty. A survey based empirical study with 286 respondents was conducted. The results of structural equation modeling show that four value co-creation practices positively influence consumer-other consumers' relationships and only two of the four positively influence consumer-Brand relationships. The consumer-Brand-consumer triad relationships could significantly enhance Brand loyalty directly, as well as indirectly through Community commitment. Finally, theoretical and managerial implications are discussed.
Kimberly M. Judson - One of the best experts on this subject based on the ideXlab platform.
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Brand Community integration and satisfaction with social media sites a comparative study
Journal of Research in Interactive Marketing, 2017Co-Authors: Melissa Clark, Hulda G Black, Kimberly M. JudsonAbstract:Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a Brand Community and how does that impact overall satisfaction with the Brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for cultivating a Brand Community? Design/methodology/approach Data were collected via an online survey of college students at two universities. The data were analyzed using structural equation modeling with AMOS software. Findings Results suggest that Brand Community does lead to satisfaction with a social media Brand. Consumers are more likely to integrate into a Brand Community if they view the site as personally relevant. Relevancy is affected by the frequency with which the consumer visits the site. The analysis also indicates that there are interesting differences among the different sites. Research limitations/implications This study has some limitations due to the demographics of the respondents and the finite listing of sites. Practical implications Social media marketers looking to build Brand Community and increase satisfaction will be able to use the results of this study to make informed decisions regarding these efforts. Social implications Society could benefit from this study if marketers use the findings to engage consumers in Brand communities through social media. Brand communities help participants to feel more engaged and connected to others. It is well known that people thrive in Community settings and this togetherness, as opposed to isolation, will be good for the participants and society in general. Originality/value The understanding of why a consumer would integrate into a Brand Community is valuable information because it is generally known and accepted that there are positive results for the Brand, but this study takes it a step further and looks at the specific social media sites to give guidance to marketing practitioners as to which ones are best for Brand Community building.
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Building Brand Community membership within organizations: a viable internal Branding alternative?
Journal of Product & Brand Management, 2010Co-Authors: P. Raj Devasagayam, Cheryl L. Buff, Timothy W. Aurand, Kimberly M. JudsonAbstract:Purpose – This paper seeks to propose and test the appropriateness of a Brand Community within an internal Branding framework.Design/methodology/approach – Using the multidimensional constructs of Brand Community and the strengths of internal Branding strategies, this study explores the theoretical underpinnings of combining the two constructs.Findings – Intraorganizational Brand communities are presented as a viable strategic possibility for targeting internal Branding participants. Results lend strong support to the need for and efficacy of internal Brand communities, and provide an opportunity to examine the strategic synergies of pursuing such a strategy for internal as well as external audiences.Research limitations/implications – The study was delimited to domestic participants. Additional studies are recommended to further test the constructs of Brand Community membership in an internal Brand Community.Practical implications – External Branding initiatives and communications can be used internally,...
Linda D Hollebeek - One of the best experts on this subject based on the ideXlab platform.
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the role of Brand Community identification and reward on consumer Brand engagement and Brand loyalty in virtual Brand communities
Telematics and Informatics, 2020Co-Authors: Harsandaldeep Kaur, Mandakini Paruthi, Jamid Ul Islam, Linda D HollebeekAbstract:Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer Brand engagement (CBE), which focuses on the consumer’s investment in their Brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual Brand communities, empirically-derived insight into its drivers, dynamics, and outcomes remains limited, as investigated in this study. Responding to this gap, we explore the effect of consumers’ Brand Community identification and reward on CBE, which we posit to subsequently affect Brand loyalty. To investigate our hypotheses, we conducted a survey with 602 Facebook users. Our structural equation modeling results reveal Brand Community identification’s and reward’s positive effect on CBE, and a positive effect of CBE on Brand loyalty. In addition, our findings reveal CBE’s partial mediating effect in the association of Brand Community identification and reward with Brand loyalty. Theoretically, our findings further insight into CBE’s virtual Community-based dynamics, with a focus on the role of Community identification and reward. Practically, our results identify the key role of nurturing virtual Community identification and the offering of reward to engage consumers.
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virtual Brand Community engagement practices a refined typology and model
Journal of Services Marketing, 2017Co-Authors: Linda D Hollebeek, Biljana Juric, Wenyan TangAbstract:Purpose Despite Schau et al.’s (2009) pioneering research addressing consumers’ Community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers’ engagement practices in virtual (online) Brand communities, and their inter-relationships, is limited to date. Building on these authors’ study, this paper aims to develop a refined typology and process model of virtual Brand Community engagement practices (VBCEPs). Design/methodology/approach Using the netnographic methodology, the authors analyze 20 luxury handbag Community members’ entries posted on the Brand’s particular section of The Purse Forum. Findings The authors develop an eight-component VBCEP typology that refines Schau et al.’s (2009) four-component model of Brand Community engagement practices. The model comprises “greeting”, “regulating”, “assisting”, “celebrating”, “appreciating”, “empathizing”, “mingling” and “ranking”. These practices contribute to and maintain the Community’s vision and identity, and strengthen shared Community consciousness. Research limitations/implications A key limitation of this research lies in its findings being generated from a single, luxury virtual Brand Community. Future research may thus wish to validate the VBCEP typology and model across different contexts. Practical implications The authors provide strategic managerial recommendations designed to leverage virtual Brand Community performance, which center predominantly on the social (altruistic) and achievement-based VBCEP sub-processes. Originality/value The eight-component VBCEP typology refines Schau et al.’s four-component model of Brand Community engagement practices with particular applicability to virtual Brand communities.
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consumer engagement in a virtual Brand Community an exploratory analysis
Journal of Business Research, 2013Co-Authors: Roderick J Brodie, Biljana Juric, Ana Ilic, Linda D HollebeekAbstract:Despite the extensive use of the term “engagement” in the context of Brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online Brand Community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states. Further, the consumer engagement process comprises a range of sub-processes reflecting consumers' interactive experience within online Brand communities, and value co-creation among Community participants. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. The paper concludes with a discussion of implications for practice and further research.
James H Mcalexander - One of the best experts on this subject based on the ideXlab platform.
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Transcendent customer experience and Brand Community
Journal of the Academy of Marketing Science, 2007Co-Authors: John W. Schouten, James H Mcalexander, Harold F. KoenigAbstract:Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/post-test quasi-experimental field experiment we examine the impact of TCEs on customers’ integration in a Brand Community. Because TCEs are highly desirable and valued for their own sake, customers value marketing activities they perceive as instrumental to them. This study demonstrates that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person’s ties to a Brand Community, delivering a particularly strong form of Brand loyalty.
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building relationships of Brand Community in higher education a strategic framework for university advancement
International Journal of Educational Advancement, 2006Co-Authors: James H Mcalexander, Harold F. Koenig, John W. SchoutenAbstract:Loyal alumni are a mainstay of financial support for many universities. This empirical study of university alumni situates the emerging theory of Brand Community within the world of university development and advancement. The study measures key relationships that one would expect to find in a healthy university Brand Community. Most importantly, this research demonstrates the powerful contribution that understanding and managing Brand Community can make to those interested in the advancement of higher education. We find that integration within a university Brand Community explains important loyalty-related behaviors such as future donations to the university and the purchase and display of university logo merchandise.
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building a university Brand Community the long term impact of shared experiences
Journal of Marketing for Higher Education, 2005Co-Authors: James H Mcalexander, Harold F. Koenig, John W. SchoutenAbstract:ABSTRACT Relationship marketing has made its way into the practices of university administrations. With it have also arrived many problems associated with the aggressive use of CRM technologies. One particularly effective and healthy approach to relationship marketing in higher education is to treat the university, with all of its stakeholders, as a Brand Community, and to pursue policies and programs to strengthen the relationships that define the Community. With this paper, we examine an important class of relationship often neglected in the CRM literature, i.e., the relationships among the customers who support the Brand and who ultimately give it its meaning and vitality. Specifically, we explore how the nature of relationships among students affects their long-term loyalty to a university. The results of a telephone survey of university alumni demonstrate the importance of certain types of university experiences on student relationships and, thereafter, on loyalty to their alma mater and their intent...
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loyalty the influences of satisfaction and Brand Community integration
The Journal of Marketing Theory and Practice, 2003Co-Authors: James H Mcalexander, Scott D RobertsAbstract:This paper empirically explores the relative impacts of satisfaction, Brand Community integration, and consumer experience on customer loyalty as expressed by future purchase intentions and behavior. Data drawn from qualitative research and a survey of 1000 patrons of a Native American casino who indicate a willingness to engage in formal marketing relationships indicate that satisfaction yields to Brand Community integration as a key driver of loyalty. We discuss important implications of the findings for marketing theory and practice.
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building Brand Community
Journal of Marketing, 2002Co-Authors: James H Mcalexander, John W. Schouten, Harold F. KoenigAbstract:Abstract A Brand Community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the Brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a Brand Community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a Brand Community to entities and relationships neglected by previous research. Second, it treats vital characteristics of Brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen Brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...