Cargando…
Understanding the consumers’ multi-competing brand community engagement: A mix method approach
INTRODUCTION: Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of cons...
Autores principales: | , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2023
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945872/ https://www.ncbi.nlm.nih.gov/pubmed/36846480 http://dx.doi.org/10.3389/fpsyg.2022.1088619 |
_version_ | 1784892225501528064 |
---|---|
author | He, Kai Liao, Junyun Li, Fengyan Sun, Hongguang |
author_facet | He, Kai Liao, Junyun Li, Fengyan Sun, Hongguang |
author_sort | He, Kai |
collection | PubMed |
description | INTRODUCTION: Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement. METHODS: This paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap. RESULTS: By using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention. DISCUSSION: This article enriches the brand community literature and provides important implications on managing brand communities in a competing environment. |
format | Online Article Text |
id | pubmed-9945872 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-99458722023-02-23 Understanding the consumers’ multi-competing brand community engagement: A mix method approach He, Kai Liao, Junyun Li, Fengyan Sun, Hongguang Front Psychol Psychology INTRODUCTION: Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement. METHODS: This paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap. RESULTS: By using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention. DISCUSSION: This article enriches the brand community literature and provides important implications on managing brand communities in a competing environment. Frontiers Media S.A. 2023-02-08 /pmc/articles/PMC9945872/ /pubmed/36846480 http://dx.doi.org/10.3389/fpsyg.2022.1088619 Text en Copyright © 2023 He, Liao, Li and Sun. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology He, Kai Liao, Junyun Li, Fengyan Sun, Hongguang Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title_full | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title_fullStr | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title_full_unstemmed | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title_short | Understanding the consumers’ multi-competing brand community engagement: A mix method approach |
title_sort | understanding the consumers’ multi-competing brand community engagement: a mix method approach |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945872/ https://www.ncbi.nlm.nih.gov/pubmed/36846480 http://dx.doi.org/10.3389/fpsyg.2022.1088619 |
work_keys_str_mv | AT hekai understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT liaojunyun understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT lifengyan understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach AT sunhongguang understandingtheconsumersmulticompetingbrandcommunityengagementamixmethodapproach |