Engaging consumers via online brand communities to achieve brand love and positive recommendations

Engaging consumers via online brand communities to achieve brand love and positive recommendations

Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand lo...

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Bibliographic Details
Main Authors: Mandakini Paruthi, Harsandaldeep Kaur, Jamid Ul Islam, Aaleya Rasool, George Thomas
Format: Article
Language:English
Published: Emerald Publishing 2023-08-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Word of mouth
Brand love
Consumer engagement
Brand relationship quality
Consumer community identification
Compromiso del consumidor
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2022-0160/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2022-0160/full/pdf

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