University of Sussex
Browse

File(s) not publicly available

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

presentation
posted on 2023-06-08, 12:00 authored by Miriam Mehl, Marv Khammash, Gareth Griffiths
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.

History

Publication status

  • Published

Page range

251-251

Presentation Type

  • other

Event name

European Marketing Academy 41st Annual Conference

Event location

Lisbon, Portugal

Event type

conference

Event date

23-26 May 2012

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2012-07-06

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC