Understanding the consumers’ multi-competing brand community engagement: A mix method approach
IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consum...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-02-01
|
| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1088619/full |
| _version_ | 1811168943241428992 |
|---|---|
| author | Kai He Junyun Liao Fengyan Li Hongguang Sun |
| author_facet | Kai He Junyun Liao Fengyan Li Hongguang Sun |
| author_sort | Kai He |
| collection | DOAJ |
| description | IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement.MethodsThis paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap.ResultsBy using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention.DiscussionThis article enriches the brand community literature and provides important implications on managing brand communities in a competing environment. |
| first_indexed | 2024-04-10T16:35:00Z |
| format | Article |
| id | doaj.art-d16a694f2fea4eb9bf6879d2f60200ad |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T16:35:00Z |
| publishDate | 2023-02-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-d16a694f2fea4eb9bf6879d2f60200ad2023-02-08T15:23:09ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-02-011310.3389/fpsyg.2022.10886191088619Understanding the consumers’ multi-competing brand community engagement: A mix method approachKai He0Junyun Liao1Fengyan Li2Hongguang Sun3Jinan University, Guangzhou, ChinaResearch Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, ChinaResearch Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, ChinaSchool of Business, Macau University of Science and Technology, Macau, ChinaIntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement.MethodsThis paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap.ResultsBy using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention.DiscussionThis article enriches the brand community literature and provides important implications on managing brand communities in a competing environment.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1088619/fullbrand communitycompeting brand communitiesconsumer motivationconsumer knowledgebrand community-swingingnetnography |
| spellingShingle | Kai He Junyun Liao Fengyan Li Hongguang Sun Understanding the consumers’ multi-competing brand community engagement: A mix method approach Frontiers in Psychology brand community competing brand communities consumer motivation consumer knowledge brand community-swinging netnography |
| title | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
| title_full | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
| title_fullStr | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
| title_full_unstemmed | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
| title_short | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
| title_sort | understanding the consumers multi competing brand community engagement a mix method approach |
| topic | brand community competing brand communities consumer motivation consumer knowledge brand community-swinging netnography |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1088619/full |
| work_keys_str_mv | AT kaihe understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT junyunliao understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT fengyanli understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT hongguangsun understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach |