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Title: Managing brands and customer engagement in online brand communities
Authors: Wirtz, J. 
Ambtman, A.D.
Bloemer, J.
Horváth, C.
Ramaseshan, B.
van de Klundert, J.
Canli, Z.G.
Kandampully, J.
Keywords: Brand engagement
Brand equity
Brand management
Community funding
Community governance
Consumer behaviour
Customer engagement
Online brand community
Social networks
Issue Date: Jun-2013
Citation: Wirtz, J., Ambtman, A.D., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Canli, Z.G., Kandampully, J. (2013-06). Managing brands and customer engagement in online brand communities. Journal of Service Management 24 (3) : 223-244. ScholarBank@NUS Repository.
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. © Emerald Group Publishing Limited.
Source Title: Journal of Service Management
ISSN: 17575818
DOI: 10.1108/09564231311326978
Appears in Collections:Staff Publications

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