Sustainability in social brand communities: influences on customer equity

Abstract

This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.