Abstract
As the clout of social networking is growing, brand managers are exploring diversified marketing strategies and consumer attitudes. The current study reveals the impact of value creation practices and brand loyalty in online brand communities based on perceived benefits enjoyed by consumers. Based on quantitative research approach, a sample of 308 respondents were collected to investigate relationships among online brand community participation, value creation practices and brand loyalty. The results highlighted hedonic, learning, self-esteem and social benefits as antecedents for online brand community participation. Moreover, value creation practices are derived as essential factor for enhancing brand loyalty among online community members. The finding exhibited valuable insights about developing corporate strategies to achieve customer intimacy for long-term relationship. Managerial implications are explained by identifying value-creation practices as a mechanism for enhancing consumer engagement and relationship management.
Highlights
Brand management in recent years has focused on brand communities to flourish and enhance relationship with existing and new consumers of a product/service
The results indicated guidelines for brand managers about building a strong brand based on consumer insights
To get competitive advantage organization need to monitor their relationship with consumer through Online Brand Communities (OBCs) because it provides value and intangible resources for businesses
Summary
Brand management in recent years has focused on brand communities to flourish and enhance relationship with existing and new consumers of a product/service. Branding is a procedure based on unique aspects and perception of customer mind about a product/service by adopting various integrated marketing communications (IMC) that create recognition by differentiating the product from rivals with an aim to attract consumers. According to Keller (1993), the quality of resonance recognizes the intensity among the brand and customer. At this stage, consumers devote themselves for the success and interact with other loyal consumers through different marking communication activities. Consumers attitude towards a particular brand generate intentions to participate and enhance experience that produce emotional attachment, relationship building and endorsement (Ouwersloot & Odekerken-Schröder, 2008)
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