Theoretical Model of Engagement in the Context of Brand Communities
This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspecti...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2017-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123049109005 |
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| _version_ | 1825207356793815040 |
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| author | Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida |
| author_facet | Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida |
| author_sort | Flávia D\u2019albergaria Freitas |
| collection | DOAJ |
| description | This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions. |
| format | Article |
| id | doaj-art-a2f38f2dd38d4d98b1fd3b1daf70c6b4 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2017-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-a2f38f2dd38d4d98b1fd3b1daf70c6b42025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2017-01-0114186107Theoretical Model of Engagement in the Context of Brand CommunitiesFlávia D\u2019albergaria FreitasVictor Manoel Cunha de AlmeidaThis essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.http://www.redalyc.org/articulo.oa?id=123049109005engagementparticipationbrand communityidentityintegration |
| spellingShingle | Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida Theoretical Model of Engagement in the Context of Brand Communities BBR: Brazilian Business Review engagement participation brand community identity integration |
| title | Theoretical Model of Engagement in the Context of Brand Communities |
| title_full | Theoretical Model of Engagement in the Context of Brand Communities |
| title_fullStr | Theoretical Model of Engagement in the Context of Brand Communities |
| title_full_unstemmed | Theoretical Model of Engagement in the Context of Brand Communities |
| title_short | Theoretical Model of Engagement in the Context of Brand Communities |
| title_sort | theoretical model of engagement in the context of brand communities |
| topic | engagement participation brand community identity integration |
| url | http://www.redalyc.org/articulo.oa?id=123049109005 |
| work_keys_str_mv | AT flaviadu2019albergariafreitas theoreticalmodelofengagementinthecontextofbrandcommunities AT victormanoelcunhadealmeida theoreticalmodelofengagementinthecontextofbrandcommunities |