Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research …

Research question Existing team identification research uses various definitions,
conceptualisations, and theoretical frameworks. In this paper, we provide a theoretical …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

In this paper, we examine the implications of sport stadiums closures during the COVID-19
global pandemic. The paper looks at the impact of sport stadium closures from three …

Purpose This paper aims to analyse the antecedents of brand love in online network-based
communities and to develop an integrative conceptual model in which social-interactive …

A consumer's loyalty to a specific sport team is longitudinal in nature. This longitudinal study
examines the effects of consumers' attitudinal constructs (team identification, associated …

Purpose–This paper aims to propose an extended model to examine these motivations. As
technology-led changes have revolutionized the marketplace, researchers and practitioners …

Recently, social media have emerged as key marketing communication channels. In this
context, consumers are increasingly gathering in online communities which have been …

Drawing on social identity theory (SIT), this research investigates the role of university
content strategies on student experiences in social media brand communities (SMBCs). A …

The interaction between consumers and brands has become more dynamic and powerful
through online brand communities. Although brand communities commonly use Facebook …