文章基本信息

标题：The Role of Online Brand Community Engagement on the Consumer–Brand Relationship
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作者：Francisco J. Martínez-López ; Rocío Aguilar-Illescas ; Sebastián Molinillo 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：7
页码：3679
DOI：10.3390/su13073679
语种：English
出版社：MDPI, Open Access Journal
摘要：The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.
关键词：online brand community; engagement; participation; co-creation; positive WOM