Please use this identifier to cite or link to this item: https://doi.org/10.1108/09564231311326978
DC FieldValue
dc.titleManaging brands and customer engagement in online brand communities
dc.contributor.authorWirtz, J.
dc.contributor.authorAmbtman, A.D.
dc.contributor.authorBloemer, J.
dc.contributor.authorHorváth, C.
dc.contributor.authorRamaseshan, B.
dc.contributor.authorvan de Klundert, J.
dc.contributor.authorCanli, Z.G.
dc.contributor.authorKandampully, J.
dc.date.accessioned2014-12-12T07:05:22Z
dc.date.available2014-12-12T07:05:22Z
dc.date.issued2013-06
dc.identifier.citationWirtz, 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. https://doi.org/10.1108/09564231311326978
dc.identifier.issn17575818
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/114936
dc.description.abstractPurpose: 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.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1108/09564231311326978
dc.sourceScopus
dc.subjectBrand engagement
dc.subjectBrand equity
dc.subjectBrand management
dc.subjectBrands
dc.subjectCommunities
dc.subjectCommunity funding
dc.subjectCommunity governance
dc.subjectConsumer behaviour
dc.subjectCustomer engagement
dc.subjectInternet
dc.subjectOnline brand community
dc.subjectSocial networks
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1108/09564231311326978
dc.description.sourcetitleJournal of Service Management
dc.description.volume24
dc.description.issue3
dc.description.page223-244
dc.identifier.isiut000320415500002
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