We belong together: the effect of online community identification and brand-related WOM

Mehl, Miriam, Khammash, Marv and Griffiths, Gareth (2012) We belong together: the effect of online community identification and brand-related WOM. In: European Marketing Academy 41st Annual Conference, 22-25 May 2012, Lisbon, Portugal.

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Abstract

The study examines the effect of members’ identification with online brand communities (BCs) on their brand-related word-of-mouth (WOM) behaviour. It extends research by Karaosmanoglu et al (2011), according to whom consumers’
interactions encourage consumer-company-identification. Online BCs appear to create added value that impacts on members’ brand-related behaviour, as the support they receive due to community identification is expected to strengthen their brand relationship and increase brand-related WOM. The online survey led to 369 valid responses from 13 online BCs focussed on Apple Inc. The results were tested using regression and mediation analysis.

Keywords: Community identification, WOM; online brand community; eWOM

Item Type: Conference or Workshop Item (Other)
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Janet Snow
Date Deposited: 06 Jul 2012 09:38
Last Modified: 16 Sep 2016 15:16
URI: http://sro.sussex.ac.uk/id/eprint/39961
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