Conceptual Analysis of Brand Love in Online Brand Community
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Published:
Apr 30, 2018
Keywords:
Brand Love Sense of Online Brand Community Brand Community Identification Brand Evangelism Branding Co-Creation
Main Article Content
Abstract
Online brand community is commonly viewed solely as a tool for engaging with customers online.It has unavoidably given rise to build a strong online brand community and brand love representing highly meaningful customer relationship management instruments for firms. For this reason, this study proposes a conceptual model to further understand the effect of sense of online community andbrand community identification on brand love leading to brand evangelism and branding co-creation. By documenting these issues is critical due to the fact that the advantage of online brand community is crucial tool to enhance the feeling of love towards brand, favourable customer behaviours and also a successful long-term relationship with customers.
Article Details
How to Cite
Khamwon, A., & Pornsrimate, K. (2018). Conceptual Analysis of Brand Love in Online Brand Community. KKBS Journal of Business Administration and Accountancy, 2(1), 1–18. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/161322
Section
Research Articles
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
References
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Relling, M., Schnittka, O., Ringle, C. M., Sattler, H. & Johnen, M. (2016). Community
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Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.
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Sternberg, R.J. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27(3), 313-335.
Tuškej, U., Golob, U. & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research,66(1), 53-59.
Wallace, E., Buil, I. & De Chernatony, L. (2012). Facebook ‘friendship’and brand advocacy. Journal of Brand Management, 20(2), 128-146.
Wallace, E., Buil, I. & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J. & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244.
Yeh, Y. H.& Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162.
Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of BusinessResearch, 66(2), 216-223.
Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184.
Albert, N. & Merunka, D. (2013). The role of brand love in consumer-brandrelationships. Journal of Consumer Marketing, 30(3), 258-266.
Albert, N., Merunka, D.& Valette-Florence, P. (2008). When consumers love their brands:Exploring the concept and its dimensions. Journal of Business Research, 61(10),1062-1075.
Algesheimar, R., Dholakia, U.M.&Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3),19-34.
Ashforth, B.E. & Mael, F. (1989). Social Identity Theory and the Organization. Academy of Management Review, 14(1), 20-39.
Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49.
Batra, R., Ahuvia, A. & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76(2),1-16.
Bagozzi, R. P., Batra, R. & Ahuvia, A. (2016). Brand love: development and validation of a practical scale. Marketing Letters, 1-14.
Bergkvist, L. & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
Becerra, P.E. & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Bhattacharya, C.B., Rao, H. & Glynn, M.A. (1995). Understanding the Bond of Identification: An investigation of Its Correlates Among Art Museum Members. Journal of Marketing, 59(4), 46–57.
Brodie, R. J. (2009). From goods to service branding: An integrative perspective. Marketing Theory, 9(1), 107-111.
Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual Brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Carlson, B. D., Suter, T. A. & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
Carroll, B.A. & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters,17(2), 79–89.
Chang, Y. T., Yu, H. & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
Chernatony, L. & Riley, F.C. (1998). Defining A "Brand": Beyond The Literature with Experts'Interpretations. Journal of Marketing Management, 14(5), 417-443.
Dijkmans, C., Kerkhof, P. & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumerresearch. Journal of Consumer Research, 24(4), 343-373.
Gabrielli, V. & Baghi, I. (2016). Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person. Journal of Marketing Communications, 22(4), 385-402.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D. & Richard, M. O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research, 70, 136-144.
He, H., Li, Y. & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
Heding, T., Knudtzen, C.F. & Bjerre, M. (2009). Brand Management. New York:Routledge.
Heinrich, D., Albrecht, C. M., & Bauer, H. H. (2012). Love actually? Measuring and exploring consumers’ brand love. Consumer-Brand Relationships–Theory and Practice. London: Routledge, 137-150.
Hogg, M.A. & Terry, D.J. (2000). Social Identity and self-categorization process in organizational contexts. Academy of Management Review, 25(1), 121-140.
Kamboj, S., Sarmah, B., Gupta, S. & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185.
Kautish, P. (2010). Empirical study on influence of extraversion on consumer passion and brand evangelism with word-of-mouth communication. Review of Economic and Business Studies, 6, 187-198.
Kotler, P. & Keller, K.L. (2012). Marketing Management. 14th ed. Upper Saddle River,N.J.:Pearson Education.
McAlexander, J. M. Schouten, J.W.& Koenig, H.F. (2002). Building brand community.Journal of Marketing, 66(1), 38-54.
Popp, B. & Woratschek, H. (2016). Introducing branded communities in sport for buildingstrong brand relations in social media. Sport Management Review, 19(2), 183-197.
Rauschnabel, P. A. & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372-395.
Relling, M., Schnittka, O., Ringle, C. M., Sattler, H. & Johnen, M. (2016). Community
Members' Perception of Brand Community Character: Construction and Validation of a New Scale. Journal of Interactive Marketing, 36, 107-120.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.
Simon, C., Brexendorf, T.O. & Fassnacht, M. (2016). The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook. Journal of Product & Brand Management, 25(5), 409-423.
Sternberg, R.J. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27(3), 313-335.
Tuškej, U., Golob, U. & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research,66(1), 53-59.
Wallace, E., Buil, I. & De Chernatony, L. (2012). Facebook ‘friendship’and brand advocacy. Journal of Brand Management, 20(2), 128-146.
Wallace, E., Buil, I. & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J. & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244.
Yeh, Y. H.& Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162.
Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of BusinessResearch, 66(2), 216-223.