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We belong together: the effect of online community identification and brand-related WOM
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posted on 2023-06-08, 12:00 authored by Miriam Mehl, Marv Khammash, Gareth GriffithsThe 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
251-251Presentation Type
- other
Event name
European Marketing Academy 41st Annual ConferenceEvent location
Lisbon, PortugalEvent type
conferenceEvent date
23-26 May 2012Department affiliated with
- Strategy and Marketing Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-07-06Usage metrics
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