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Article

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

1
Business School, University of Granada, 18011 Granada, Spain
2
EAE Business School, 08015 Barcelona, Spain
3
Faculty of Economics and Business, University of Malaga, 29013 Malaga, Spain
4
Faculty of Business, University of Greenwich, London SE10 9LS, UK
5
Department of Marketing, Open University of Catalonia, 08018 Barcelona, Spain
*
Author to whom correspondence should be addressed.
Academic Editor: Blanca Hernandez Ortega
Sustainability 2021, 13(7), 3679; https://doi.org/10.3390/su13073679
Received: 1 March 2021 / Revised: 19 March 2021 / Accepted: 22 March 2021 / Published: 26 March 2021
(This article belongs to the Special Issue Consumer-Brand Relationships in the Era of Social Media and Big Data)
The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM. View Full-Text
Keywords: online brand community; engagement; participation; co-creation; positive WOM online brand community; engagement; participation; co-creation; positive WOM
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MDPI and ACS Style

Martínez-López, F.J.; Aguilar-Illescas, R.; Molinillo, S.; Anaya-Sánchez, R.; Coca-Stefaniak, J.A.; Esteban-Millat, I. The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability 2021, 13, 3679. https://doi.org/10.3390/su13073679

AMA Style

Martínez-López FJ, Aguilar-Illescas R, Molinillo S, Anaya-Sánchez R, Coca-Stefaniak JA, Esteban-Millat I. The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability. 2021; 13(7):3679. https://doi.org/10.3390/su13073679

Chicago/Turabian Style

Martínez-López, Francisco J., Rocío Aguilar-Illescas, Sebastián Molinillo, Rafael Anaya-Sánchez, J. A. Coca-Stefaniak, and Irene Esteban-Millat. 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship" Sustainability 13, no. 7: 3679. https://doi.org/10.3390/su13073679

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