Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

The exponential growth of online brand communities has created a platform where
empowered consumers can share knowledge and experiences and participate in …

This research examines the influence of consumer online brand community engagement
(OBCE) at a time of product-harm crisis on consumers' cognitive responses and behavioral …

The purpose of this study is to investigate the brand hate phenomenon for service products
in a cross-channel setting (offline/online environment). To reach this objective, structural …

In the last decades, the focus of studies on consumer behavior has changed from the
individual to the group. Classical theories based on economic utility are insufficient to …

Online brand communities are gaining traction in the development of marketing strategy, but
it is unclear how the dominant group of users, the millennials, is being targeted with the …

This study establishes the importance of considering both posters (interactive members) and
lurkers (non-interactive members) for a clearer understanding of online brand communities …

Virtual brand communities (VBCs), whether hosted by firms or consumers, rely largely on
consumers' knowledge contribution to survive and thrive. Despite the importance of …

Purpose The purpose of this paper is to identify how consumer engagement practices shape
the dynamics of a soccer club virtual brand community. Design/methodology/approach A …