Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Numerous firms operate online brand communities (OBCs) in order to build a close consumer−brand relationship. To succeed in realizing this aim, firms must first sustain members’ brand community engagement. While prior studies have examined a series of drivers of brand community e...

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Bibliographic Details
Main Authors: Jintang Wang, Junyun Liao, Shiyong Zheng, Biqing Li
Format: Article
Language:English
Published: MDPI AG 2019-08-01
Series:Sustainability
Subjects:
online brand community
product complexity
brand symbolism
informational value
social value
brand community engagement
Online Access:https://www.mdpi.com/2071-1050/11/17/4672

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https://www.mdpi.com/2071-1050/11/17/4672

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