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Article

Chia-Wen Chang, Chih-Huei Ko, Heng-Chiang Huang and Shih-Ju Wang

A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the…

Abstract

Purpose

A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive conceptual framework to investigate how and why such identification-based relationships yield firm- and member-level benefits to participants in the brand community.

Design/methodology/approach

This cross-sectional study analyzes data collected through a questionnaire survey of members from the brand community of VW-Golf Club members in Taiwan. The researchers attended the annual meeting of club members and handed out questionnaires directly to the members. The degree centrality of each member was calculated using UCINET 6 for Windows, a social network analysis software application. This study adopts the partial least squares program to evaluate the measurement properties and structural relationships specified in the research model.

Findings

The findings suggest that when customers’ identification with a brand community becomes salient, they strengthen their emotional attachment to the brand and improve their centrality in the network. Consequently, emotional attachment can serve as a guiding principle in decision-making and thus strengthen brand equity and assessment of brand extensions. Central members will also gain greater benefits, including collaborative opportunities and influence, through their advantageous position in the network.

Originality/value

This study makes four main contributions to the brand community literature. First, this is the first empirical study to simultaneously examine the relationships among community identification (customer to community), emotional attachment to the brand (customer to brand) and network centrality (customer to customer). Second, the empirical framework depicts dual value-creation routes that explain how identification-based relationships can yield firm- and member-level benefits. With respect to firm-level benefits, this is the first empirical study to examine the brand equity and assessment of brand extension in the brand community research. Third, this study applies the rarely adopted UCINET 6 software to scrutinize the network data from the brand community. Finally, this paper examines three actions that organizations can leverage to enhance consumer identification with a brand community.

Details

Journal of Product & Brand Management, vol. 29 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Chih-Huei Ko, Sou-Chin Wu and Chien-Yu Chen

Numerous studies have examined individual attitudes and behaviors in both face-to-face (FTF) communication and computer-mediated communication (CMC). However, little…

Abstract

Purpose

Numerous studies have examined individual attitudes and behaviors in both face-to-face (FTF) communication and computer-mediated communication (CMC). However, little research has focused on differences between FTF communication and CMC with respect to idea generation for new product development or on the role of their individual characteristics. Thus, the purpose of this study is to examine the influences of FTF, CMC and brand knowledge on idea generation.

Design/methodology/approach

This study conducted a 4 × 2 quasi-experimental design to examine the effects of four types of interactive groups (low and high level of FTF × low and high level of CMC) and brand knowledge (low and high) on novel and practical idea generation. Data from168 members of the Mondeo Motor Club in Taiwan were assessed.

Findings

Participants with more FTF interaction were more likely to generate novelty ideas than practicality ideas. In addition, participants with high brand knowledge produced more novel and practical ideas compared with participants with low brand knowledge. However, the empirical findings did not support the moderating role of brand knowledge in the relationship between interactive behaviors and idea generations.

Research limitations/implications

The results of this study are relevant for facilitating the “novelty” and “practicality” ideas in virtual brand communities. However, this research examined a single community, which may limit the generalizability of its results to other virtual communities.

Originality/value

Few studies have focused on online idea generation from a consumer-to-consumer (C2C) interaction perspective. The results of this study can assist marketers to understand how C2C interactive behaviors differentiate the “novelty” and “practicality” ideas.

Details

International Journal of Innovation Science, vol. 11 no. 3
Type: Research Article
ISSN: 1757-2223

Keywords

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Article

Chiu-Ping Hsu, Heng-Chiang Huang, Chih-Huei Ko and Shih-Ju Wang

This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study…

Abstract

Purpose

This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and loyalty.

Design/methodology/approach

The structural equation modelling approach was used to estimate a conceptual model based on survey data from blog readers in Taiwan. After discarding incomplete responses, the final sample consisted of 567 completed responses.

Findings

The majority of the results supported the hypotheses. Three types of exchange outcome satisfaction influence blog readers' perceptions of bloggers' power by increasing attitudinal loyalty. Information satisfaction has a direct and positive effect on expert power. Most importantly subjective norms exhibited a positive moderating relationship between exchange outcome satisfaction and attitudinal loyalty. The authors found no evidence to support the relationship between exchange outcome satisfaction and behavioural loyalty.

Originality/value

From the perspectives of exchange outcome satisfaction, loyalty, power, and susceptibility to normative influence, this study contributes to a more comprehensive understanding of the process through which blog readers become loyal to their bloggers and are influenced by bloggers' expert and referent power.

Details

Online Information Review, vol. 38 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

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