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Bilro, R.G., Loureiro, S. M. C. & Cabaço, M. G. (2019). Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 589-593). Paris: Global Alliance of Marketing and Management Associations.

R. J. Bilro et al.,  "Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach", in 2019 Global Fashion Management Conf. at Paris Proc., Paris, Global Alliance of Marketing and Management Associations, 2019, vol. 2019, pp. 589-593

@inproceedings{bilro2019_1734880341215,
	author = "Bilro, R.G. and Loureiro, S. M. C. and Cabaço, M. G.",
	title = "Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach",
	booktitle = "2019 Global Fashion Management Conference at Paris Proceedings",
	year = "2019",
	editor = "",
	volume = "2019",
	number = "",
	series = "",
	doi = "10.15444/GFMC2019.06.01.02",
	pages = "589-593",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Paris",
	organization = "GAMMA",
	url = "http://gfmcproceedings.net/html/sub3_01.html?code=372615"
}

TY  - CPAPER
TI  - Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach
T2  - 2019 Global Fashion Management Conference at Paris Proceedings
VL  - 2019
AU  - Bilro, R.G.
AU  - Loureiro, S. M. C.
AU  - Cabaço, M. G.
PY  - 2019
SP  - 589-593
SN  - 2288-825X
DO  - 10.15444/GFMC2019.06.01.02
CY  - Paris
UR  - http://gfmcproceedings.net/html/sub3_01.html?code=372615
AB  - Over the past few decades, consumers have become increasingly demanding, especially
for the hundreds of brands that come up daily. Brands, on the other hand, must adapt
constantly to these changes so that they become visible in a market as competitive as it is
today (Zhang, Jiang, Shabbir, and Du, 2015). Moreover, with a technologically more
developed environment, consumers start to set aside paper journals, coffee conversations,
or even phone calls, and start giving more importance to digital atmosphere in their daily
lives.
With the arise of online brand communities as privileged platforms of interaction and
information sharing between brands and consumers, these last ones cannot only access to
up-to-date information about different brands, but also obtain several rewards such as
hobbies, prizes, discounts, among others (Batra and Keller, 2016). In addition, they can
comment and talk with other consumers and/or fans of a particular brand, and share their
experiences (Schamari and Schaefers, 2015).
In this sense, the current research aims to explore the importance of the hedonic reward
in the consumer engagement with online communities of fashion brands. Furthermore,
we intend to analyses the role of hedonic versus utilitarian rewards that this type of online
platforms can offer to consumers. This research gap arises from the need to further
explore consumer’s interaction motivations toward this type of platforms. To do so, we
perform a quantitative study with data collected from consumers through an online
questionnaire, with a sample of 367 respondents. With this research we intend to
emphasize that fashion brands, and companies in general should deepen their presence in
online communities, using hedonic rewards to promote consumer engagement, and
consequently providing a continuous improvement of the brand itself. Thus, the main aim
is to explore the relationship between different dimensions of Baldus et al. (2015) of
online brand community engagement on subjective well-being and brand advocacy.
ER  -