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Customer brand engagement behavior in online brand communities

Taeshik Gong (College of Business and Economics, Hanyang University ERICA, Ansan, Republic of Korea)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 24 November 2017

Issue publication date: 23 April 2018




This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.


Respondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.


The study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior.


Prior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.



The author gratefully acknowledges the insightful comments made by Jin Nam Choi.


Gong, T. (2018), "Customer brand engagement behavior in online brand communities", Journal of Services Marketing, Vol. 32 No. 3, pp. 286-299.



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