Ciência-IUL
Publicações
Descrição Detalhada da Publicação
On the relationship between consumer-brand identification, brand community, and brand loyalty
Título Revista
Journal of Retailing and Consumer Services
Ano (publicação definitiva)
2018
Língua
Inglês
País
Países Baixos (Holanda)
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Abstract/Resumo
Recent studies have highlighted the importance of social media brand communities to brand loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a conceptual model in mass-market products in which consumers’ engagement in social media brand communities, brand identity, and consumer-brand identification are related to brand outcomes, such as trust and loyalty. A qualitative analysis was conducted, through in-depth interviews with experts and focus group discussions with consumers, so as to evaluate their experience with brands on social media. The findings indicated that in mass-markets, consumers engaged in social media brand communities may develop positive attitudes towards the brand, such as trust and loyalty, and that consumer-brand identification may have a fundamental role in transforming consumer-brand community interactions into consumer-brand relationships.
Agradecimentos/Acknowledgements
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Palavras-chave
Consumer-brand identification,Consumer engagement,Social media,Brand loyalty,Brand identity
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais