This study aimed at examining the mediating role of brand Community membership on the
effect of customer empowerment and customer engagement on marketing performance. The …

Online brand communities (OBCs) provide businesses with a mechanism to generate
unparalleled consumer engagement, loyal customer relationships, and reliable marketing …

Purpose Against social cognitive and social exchange theories, this research paper aims to
investigate the significance and interaction between perceived knowledge, involvement …

Today, all major brands are engaging their stakeholders through online and offline brand
communities, fan clubs and social media groups, with the objective of attracting the right …

This research investigates the intricate dynamics governing loyalty and recommendation
behaviors. The primary objective is to discern the impact of community development on user …

Drawing upon the cognitive appraisal and attachment theories, the purpose of this research
paper is to examine how the number of brand communities a member belongs to impacts …

In the current media convergence era, businesses must be agile to remain in their industries
and compete with competitors. One of the most promising strategies is brand community …

Branding is extendedly connected with consumers, and multiple engagements are found in
the literature explaining how brands connect to human life. Brand community or tribalism is a …

İkinci nesil internet hizmeti olarak adlandırılan Web 2.0 ile sanal ortamda marka ve tüketici
arasındaki ilişki çok yönlü ve katılımcı bir evreye geçmiştir. Bu evre ile sadece tüketen ve …

Many companies implement brand community strategies to increase brand loyalty and
brand engagement. Previous research on the brand community has focused more on the …