Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10609/136851
Título : The role of online brand community engagement on the consumer-brand relationship
Autoría: Martínez López, Francisco José
Aguilar Illescas, Rocío  
Molinillo, Sebastian  
Anaya-Sánchez, Rafael  
Coca Stefaniak, Jose Andres
Esteban, Irene  
Otros: Universitat Oberta de Catalunya (UOC)
Universidad de Granada
Universidad de Málaga
University of Greenwich
Citación : Martínez-López, F. J., Aguilar-Illescas, R., Molinillo, S., Anaya-Sánchez, R., Coca-Stefaniak, J. A., & Esteban-Millat, I. (2021). The Role of Online Brand Community Engagement on the Consumer¿Brand Relationship. Sustainability, 13(7), 3679. MDPI AG. Retrieved from http://dx.doi.org/10.3390/su13073679
Resumen : The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.
Palabras clave : online brand community
engagement
participation
co-creation
positive WOM
DOI: 10.3390/su13073679
Tipo de documento: info:eu-repo/semantics/article
Fecha de publicación : 1-abr-2021
Licencia de publicación: http://creativecommons.org/licenses/by/3.0/es/  
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