Managing brands and customer engagement in online brand communities
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 compan...
| Main Authors: | , , , , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/25030 |
| _version_ | 1848751593693904896 |
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| author | Wirtz, J. Ramaseshan, Balasubramanian van de Klundert, J. Canli, Z. Kandampully, J. |
| author_facet | Wirtz, J. Ramaseshan, Balasubramanian van de Klundert, J. Canli, Z. Kandampully, J. |
| author_sort | Wirtz, J. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T07:55:12Z |
| format | Journal Article |
| id | curtin-20.500.11937-25030 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:55:12Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-250302017-09-13T15:47:54Z Managing brands and customer engagement in online brand communities Wirtz, J. Ramaseshan, Balasubramanian van de Klundert, J. Canli, Z. Kandampully, J. brands communities community funding customer engagement brand equity online brand community brand engagement community governance consumer behaviour social networks internet brand management 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. 2013 Journal Article http://hdl.handle.net/20.500.11937/25030 10.1108/09564231311326978 Emerald Group Publishing Limited restricted |
| spellingShingle | brands communities community funding customer engagement brand equity online brand community brand engagement community governance consumer behaviour social networks internet brand management Wirtz, J. Ramaseshan, Balasubramanian van de Klundert, J. Canli, Z. Kandampully, J. Managing brands and customer engagement in online brand communities |
| title | Managing brands and customer engagement in online brand communities |
| title_full | Managing brands and customer engagement in online brand communities |
| title_fullStr | Managing brands and customer engagement in online brand communities |
| title_full_unstemmed | Managing brands and customer engagement in online brand communities |
| title_short | Managing brands and customer engagement in online brand communities |
| title_sort | managing brands and customer engagement in online brand communities |
| topic | brands communities community funding customer engagement brand equity online brand community brand engagement community governance consumer behaviour social networks internet brand management |
| url | http://hdl.handle.net/20.500.11937/25030 |