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Customer Brand Engagement Behavior in Online Brand Communities

Title
Customer Brand Engagement Behavior in Online Brand Communities
Author
공태식
Keywords
Self-enhancement; Brand ownership; Brand responsibility; Cultural value orientation; Customer brand engagement behaviour
Issue Date
2018-09
Publisher
EMERALD GROUP PUBLISHING LTD
Citation
JOURNAL OF SERVICES MARKETING, v. 32, No. 3, Page. 286-299
Abstract
Purpose This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement. Design/methodology/approach Respondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA. Findings The study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior. Originality/value Prior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.
URI
https://www.emeraldinsight.com/doi/full/10.1108/JSM-08-2016-0293http://repository.hanyang.ac.kr/handle/20.500.11754/81407
ISSN
0887-6045
DOI
10.1108/JSM-08-2016-0293
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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