Unveiling heterogeneous engagement-based loyalty in brand communities
Unveiling heterogeneous engagement-based loyalty in brand communities
复制标题
DOI：
10.1108/ejm-11-2017-0818
复制
发表时间：
2019-09-09
影响因子：
4.4
通讯作者：
Veloutsou, Cleopatra
中科院分区：
文献类型：
--
作者：
Dessart, Laurence;Aldas-Manzano, Joaquin;Veloutsou, Cleopatra
虽然最近的研究认识到，消费者越来越多地与品牌社区中的品牌互动，品牌参与是一个重要而复杂的现象在品牌社区，很少有人知道的品牌社区中的个人品牌参与的性质。本研究的目的是确定品牌社区成员的细分在社区内的品牌参与方面，帮助我们了解这些细分使用不同的方法在品牌忠诚度的发展，并制定机制，可用于识别这些细分的成员。设计/方法/方式-本文采用了定量的方法，并使用了970个反应，从Facebook的品牌页面的成员在Facebook上的三种流行的语言（英语，法语和西班牙语）。数据分析与结构方程建模，集成FIMIX PLS和POS-PLS。结果-结果表明，认知，情感和行为参与维度在推动品牌忠诚度发挥不同的作用。有三种不同的参与型消费者（情感型消费者、思考型消费者和积极型消费者）。与品牌社区的感知价值相关的变量提供了初步的解释，消费者群体的差异。独创性/价值-这项工作扩展了品牌参与和品牌社区文学。这是第一个工作，提供这种性质的可操作的建议，以支持品牌与品牌社区的团队。
Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals' brand engagement in brand communities. This study aims to identify brand community members' segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS. Findings The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups.Originality/value This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.