The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural...

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Bibliographic Details
Main Authors: Francisco J. Martínez-López, Rocío Aguilar-Illescas, Sebastián Molinillo, Rafael Anaya-Sánchez, J. Andres Coca-Stefaniak, Irene Esteban-Millat
Format: Article
Language:English
Published: MDPI AG 2021-03-01
Series:Sustainability
Subjects:
online brand community
engagement
participation
co-creation
positive WOM
Online Access:https://www.mdpi.com/2071-1050/13/7/3679

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