To read this content please select one of the options below:

Managing brands and customer engagement in online brand communities

Jochen Wirtz (NUS Business School, National University of Singapore, Singapore)
Anouk den Ambtman (Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands)
Josée Bloemer (Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands)
Csilla Horváth (Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands)
B. Ramaseshan (School of Marketing, Curtin University, Perth, Australia)
Joris van de Klundert (Institute for Health Policy & Management, Erasmus University Rotterdam, Rotterdam, The Netherlands)
Zeynep Gurhan Canli (Graduate School of Business, Koç University, Istanbul, Turkey)
Jay Kandampully (Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 14 June 2013

33238

Abstract

Purpose

Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives.

Design/methodology/approach

The study provides a synthesis of the extant OBC literature to further our understanding of OBCs, and also puts forth future priorities for OBC research.

Findings

A conceptual framework is provided that extends our understanding of OBCs and consumer engagement. Four key OBC dimensions (brand orientation, internet‐use, funding and governance) are identified and three antecedents (brand‐related, social and functional) are proposed of consumer‐OBC engagement.

Originality/value

This study is the first to explore key dimensions of OBCs, and the differing but related perspectives of the consumers and organizations involved.

Keywords

Citation

Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Gurhan Canli, Z. and Kandampully, J. (2013), "Managing brands and customer engagement in online brand communities", Journal of Service Management, Vol. 24 No. 3, pp. 223-244. https://doi.org/10.1108/09564231311326978

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles