The role of online brand community engagement on the consumer-brand relationship

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...

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Detalles Bibliográficos
Autores: Martínez López, Francisco José, Aguilar Illescas, Rocío, Molinillo, Sebastian, Anaya-Sánchez, Rafael, Coca Stefaniak, Jose Andres, Esteban, Irene
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universitat Oberta de Catalunya (UOC)
Repositorio:O2, repositorio institucional de la UOC
OAI Identifier:oai:openaccess.uoc.edu:10609/136851
Acceso en línea:https://hdl.handle.net/10609/136851
Access Level:acceso abierto
Palabra clave:online brand community
engagement
participation
co-creation
positive WOM
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spelling The role of online brand community engagement on the consumer-brand relationshipMartínez López, Francisco JoséAguilar Illescas, RocíoMolinillo, SebastianAnaya-Sánchez, RafaelCoca Stefaniak, Jose AndresEsteban, Ireneonline brand communityengagementparticipationco-creationpositive WOMThe 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.SustainabilityUniversitat Oberta de Catalunya (UOC)Universidad de GranadaUniversidad de MálagaUniversity of Greenwich202120212021info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10609/136851reponame:O2, repositorio institucional de la UOCinstname:Universitat Oberta de Catalunya (UOC)Ingléshttp://creativecommons.org/licenses/by/3.0/es/info:eu-repo/semantics/openAccessoai:openaccess.uoc.edu:10609/1368512026-05-28T12:42:01Z
dc.title.none.fl_str_mv The role of online brand community engagement on the consumer-brand relationship
title The role of online brand community engagement on the consumer-brand relationship
spellingShingle The role of online brand community engagement on the consumer-brand relationship
Martínez López, Francisco José
online brand community
engagement
participation
co-creation
positive WOM
title_short The role of online brand community engagement on the consumer-brand relationship
title_full The role of online brand community engagement on the consumer-brand relationship
title_fullStr The role of online brand community engagement on the consumer-brand relationship
title_full_unstemmed The role of online brand community engagement on the consumer-brand relationship
title_sort The role of online brand community engagement on the consumer-brand relationship
dc.creator.none.fl_str_mv Martínez López, Francisco José
Aguilar Illescas, Rocío
Molinillo, Sebastian
Anaya-Sánchez, Rafael
Coca Stefaniak, Jose Andres
Esteban, Irene
author Martínez López, Francisco José
author_facet Martínez López, Francisco José
Aguilar Illescas, Rocío
Molinillo, Sebastian
Anaya-Sánchez, Rafael
Coca Stefaniak, Jose Andres
Esteban, Irene
author_role author
author2 Aguilar Illescas, Rocío
Molinillo, Sebastian
Anaya-Sánchez, Rafael
Coca Stefaniak, Jose Andres
Esteban, Irene
author2_role author
author
author
author
author
dc.contributor.none.fl_str_mv Universitat Oberta de Catalunya (UOC)
Universidad de Granada
Universidad de Málaga
University of Greenwich
dc.subject.none.fl_str_mv online brand community
engagement
participation
co-creation
positive WOM
topic online brand community
engagement
participation
co-creation
positive WOM
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021
2021
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10609/136851
url https://hdl.handle.net/10609/136851
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/3.0/es/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Sustainability
publisher.none.fl_str_mv Sustainability
dc.source.none.fl_str_mv reponame:O2, repositorio institucional de la UOC
instname:Universitat Oberta de Catalunya (UOC)
instname_str Universitat Oberta de Catalunya (UOC)
reponame_str O2, repositorio institucional de la UOC
collection O2, repositorio institucional de la UOC
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869411804640182272
score 15,300724

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