Unveiling heterogeneous engagement-based loyalty in brand communities

Dessart, Laurence; Aldas-Manzano, Joachin; Veloutsou, Cleopatra

doi:10.1108/EJM-11-2017-0818

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Unveiling heterogeneous engagement-based loyalty in brand communities

Dessart, Laurence; Aldas-Manzano, Joachin; Veloutsou, Cleopatra

2019 • In European Journal of Marketing, 53 (3), p. 1854-1881

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https://hdl.handle.net/2268/232125

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10.1108/EJM-11-2017-0818

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Keywords :

Brand Communities; Brand engagement; Brand Loyalty; Social Media

Abstract :

[en] 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 on the nature of individuals’ brand engagement in brand communities. This study aims to: (a) identify brand community members’ segments in terms of their brand engagement within the community (b) help us understand if these segments employ a different approach in the development of brand loyalty and (c) develop mechanisms that can be used to identify members of these segments.

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; Université de Liège - ULiège > Marketing

Aldas-Manzano, Joachin; University of Valencia

Veloutsou, Cleopatra; University of Glasgow

Language :

English

Title :

Unveiling heterogeneous engagement-based loyalty in brand communities

Publication date :

2019

Journal title :

European Journal of Marketing

ISSN :

0309-0566

eISSN :

1758-7123

Publisher :

Emerald Group Publishing, United Kingdom

Volume :

Issue :

Pages :

1854-1881

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 24 January 2019

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181 (9 by ULiège)

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189 (4 by ULiège)

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