Customer brand engagement behavior in online brand communities
- Authors
- Gong, Taeshik
- Issue Date
- Apr-2018
- Publisher
- Emerald Group Publishing Ltd.
- Keywords
- Self-enhancement; Brand ownership; Brand responsibility; Cultural value orientation; Customer brand engagement behaviour
- Citation
- Journal of Services Marketing, v.32, no.3, pp.286 - 299
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Services Marketing
- Volume
- 32
- Number
- 3
- Start Page
- 286
- End Page
- 299
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/7998
- DOI
- 10.1108/JSM-08-2016-0293
- ISSN
- 0887-6045
- 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.
- Files in This Item
-
Go to Link
- Appears in
Collections - COLLEGE OF BUSINESS AND ECONOMICS > DIVISION OF BUSINESS ADMINISTRATION > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.