“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds
Journal of Research in Interactive Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 8, 2025
Purpose
This
study
aims
to
broaden
the
extant
body
of
knowledge
on
brand
love
(BL)
by
examining
scarcely
researched
direct
and
indirect
psychological,
emotional
affective
antecedents.
Using
media
system
dependency
theory,
BL
theory
attachment
as
frameworks,
an
explanatory
model
in
online
communities
is
proposed.
Design/methodology/approach
Data
from
311
Land
Rover
owners
participating
were
analysed
using
structural
equation
modelling.
Findings
Emotional
member-to-member
bonds
trigger
a
strong
community.
Community
positively
affects
community
(BCL),
which
acts
key
mediator
strengthening
customer–brand
relationship.
Alongside
BCL,
reinforces
BL,
highlighting
fundamental
role
dynamics
within
communities.
Research
limitations/implications
The
findings
are
limited
cross-sectional
nature
survey
approach
majority
male
participants
sample.
Brand
managers
should
foster
attachment,
members
creating
opportunities
for
fun,
interaction
communication,
well
keeping
them
informed
about
brand-related
issues.
Originality/value
develops
that
deepens
into
causes
setting,
thereby
extending
concept
consumer
groups.
In
addition,
research
explores
individual’s
community,
thus
addressing
gap
literature
media-induced
responses.
Язык: Английский
Bibliometric Analysis on the Creation of Joint Added Value Through Organizational Social Responsibility
International conference KNOWLEDGE-BASED ORGANIZATION,
Год журнала:
2024,
Номер
30(1), С. 1 - 8
Опубликована: Июнь 1, 2024
Abstract
Creating
common
added
value
for
organizations
and
society
is
a
modern
topic
of
discussion
in
the
circles
practitioners
representatives
local
communities.
Organizational
social
responsibility,
as
tool
that
achieves
this
connection,
has
been
subject
specialized
studies
since
beginning
20th
century.
The
objective
article
to
identify
quantitatively
analyze
publications
dealt
with
“intersection”
between
terms
“joint
value”
“organizational
responsibility”,
capitalizing
on
way
which
they
influence
each
other,
effect
amplifying
results.
method
used
bibliometric
analysis,
results
highlight
relatively
recent
interest
aimed
at
objective,
an
intensification
scientific
effort
after
2016.
newest
works
have
addressed
creation
condition
ensuring
organizational
sustainability
or
starting
point
achieving
alignment
sustainable
development
objectives.
Язык: Английский
On the positive impact of fan communities on brands sponsoring rival teams
Journal of Product & Brand Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Ноя. 19, 2024
Purpose
The
purpose
of
this
study
is
to
determine
if
regional
proximity
and
fan
club
involvement
could
be
used
predict
success
for
brands
that
jointly
sponsor
a
team
their
key
rival.
Design/methodology/approach
A
brand
with
the
rival
teams
it
sponsored
was
identified.
Fan
members
major
college
sports
served
as
respondents.
Structural
equation
modeling
test
model
predicted
antecedents
purchase
intentions
positive
word-of-mouth
based
on
individual
characteristics.
Findings
Results
suggest
intrinsic
social
components
fanship
well
facilitate
sponsoring
rivals.
dimension
fandom
foreshadowed
approval
joint
sponsorship
investigated
but
did
not
directly
enhance
sponsor’s
equity.
Instead,
demonstrated
fans
must
first
approve
arrangement
before
conferring
elevated
equity
onto
sponsor.
Increased
interaction
resulted
in
higher
levels
Originality/value
This
differs
from
prior
studies
investigating
sponsors
four
ways.
First,
dimensions
were
measured
within
context
community.
Second,
included
both
teams.
Third,
determined
proclivity
community
enhances
outcomes
sponsors.
Fourth,
unlike
previous
research
studying
sponsors,
demonstrates
path
these
brands.
Язык: Английский
The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation
Journal of Product & Brand Management,
Год журнала:
2024,
Номер
33(7), С. 815 - 827
Опубликована: Окт. 17, 2024
Purpose
This
paper
aims
to
investigate
whether
consumers’
identification
with
a
brand
community
makes
them
more
likely
engage
in
compulsive
buying
behavior.
Specifically,
this
research
shows
that
consumers
are
experience
obsessive
passion
for
brands
they
identify
if
also
part
of
communities,
which,
turn,
Design/methodology/approach
An
online
survey
(
n
=
533)
among
members
the
Adorable
Representative
M.C.
Youth
(ARMY)
Bangtan
Boys
(BTS)
was
conducted.
A
partial
least
squares
approach
employed
test
validity
and
reliability
measurement
model
as
well
assess
structural
equation
model.
Findings
Results
show
affects
harmonious
both
relationships
moderated
by
identification.
Harmonious
passion,
has
positive
effect
on
impulsive
buying,
whereas
obsessive-compulsive
buying.
Furthermore,
consumer
hedonic
motivations
moderate
relationship
between
(i)
(ii)
Originality/value
To
best
authors’
knowledge,
work
is
first
examine
potential
negative
impacts
Besides
contributing
aspects
identification,
employing
distinguishes
two
types
study
provides
clarification
suggested
prior
studies.
Язык: Английский
The Influence of Smart Tourism Technologies on Tourist Engagement, Memorable Experience, and Destination Loyalty: The Moderating Role of Place Identity
Services Marketing Quarterly,
Год журнала:
2024,
Номер
unknown, С. 1 - 27
Опубликована: Ноя. 7, 2024
Smart
tourism
technologies
(STTs)
are
essential
for
destinations
to
be
competitive.
While
this
encourages
researchers
understand
how
STTs
impact
important
factors
in
destinations,
there
remain
gaps
the
existing
research.
Therefore,
study
aims
examine
and
when
influence
destination
loyalty,
considering
different
roles
of
tourist
engagement,
memorable
experience
(MTE),
place
identity.
The
information
provided
by
393
tourists
confirmed
that
significantly
MTE,
two
variables—tourist
engagement
MTE—mediate
relationship
between
loyalty.
Moreover,
identity
moderates
engagement.
Язык: Английский