Level Of Brand Loyalty Research Articles

Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Purpose This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA). Findings Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover, the findings from fsQCA indicate that three causal paths lead to a high level of brand loyalty, and one causal path determines a low level of brand loyalty. Originality/value This research extends current knowledge by bridging the literature between social media marketing activities and branding using self-brand connections. Additionally, this study uses the strength of two complimentary methods – symmetrical and asymmetrical modeling – to uncover how social media marketing activities bridge customer-brand relationships.

Customer Satisfaction and Brand Loyalty: Pizza Hut Case Study

Customers Satisfaction and brand loyalty are crucial components of corporate success that are sometimes misunderstood but crucial in the marketing industry. Businesses face a real risk of losing market share to more nimble and efficient rivals in today's fiercely competitive business environment, where client loyalty can fluctuate due to various circumstances. To counter this trend, it is imperative for organizations to prioritize not only customer satisfaction but also the cultivation of a substantial level of brand loyalty. Using Pizza Hut Southeast London as a case study, this research examines the critical connection between consumer happiness and brand loyalty within the fast-food industry in the United Kingdom. This strategic focus is essential to long-term sustainability and profitability, as highlighted by Chen and Popovich in 2003. The concepts of customer satisfaction and brand loyalty gained prominence in the 1990s, catalyzed by intense rivalry among global brands. Subsequently, numerous researchers and market studies have sought the elusive formula and strategies that businesses should adopt to ensure both customer satisfaction and brand loyalty. This study aspires to contribute to the collective knowledge in this field by critically analyzing and uncovering the intricate relationship between customer satisfaction and brand loyalty within selected Pizza Hut outlets in Southeast London, UK.

Relationship between Customer Satisfaction and Brand Loyalty

Globally, customer satisfaction remains a major predictor of brand loyalty and customer satisfaction in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve the required brand loyalty levels. This is evident given the high levels of switching freedom and churn rate levels, which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. Studies on the relationship between customer satisfaction and brand loyalty revealed both positive and negative results. The main purpose of this study was to assess the relationship between customer satisfaction and brand loyalty. The study hinged on the theory of planned behaviour. The research used descriptive research design. The target population was 124,849 subscribers drawn from four telecoms: Safaricom, Airtel, Telecom and Equitel. The stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed-ended survey instrument. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between customer satisfaction and brand loyalty, where customer satisfaction explained 50.9% of the variance in mobile telecommunication service providers' brand loyalty. The study concludes that customer satisfaction has a significant effect on brand loyalty. The study recommended that the telecom management should put more effort into service promptness, responsiveness, staff courtesy and customer understanding to enhance brand loyalty in their companies.

The Relationship between Relationship Marketing and Brand Loyalty in Mobile Telecom Service Providers: Case of Nairobi County, Kenya

Relationship marketing remains a major predictor of brand loyalty in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve required brand loyalty levels. This is evident given high levels of switching freedom and churn rate levels which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. The main purpose of this study was to investigate the effect of relationship marketing on brand loyalty in mobile telecommunication service providers in Kenya. The study was hinged relationship marketing theory and descriptive research design. Target population was 124,849 subscribers drawn from four telecoms; Safaricom, Airtel, Telecom and Equitel. Stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed ended survey instrument. The study adopted Cronbach’s metrics of alpha to determine the internal consistency of the instrument while its validity was assessed by supervisors. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between relationship marketing and brand loyalty, where relationship marketing explained 60.1% of the variance in mobile telecommunication service providers brand loyalty. The study concludes that relationship marketing has a significant effect on brand loyalty. The telecos management should put more effort on human interactions and activities, enhanced Collaborative Perspective, aligned and empowerment employee and value co-creation behaviors in order to advance relationship marketing Keywords: Relationship Marketing, Brand Loyalty

The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia

Customer satisfaction is crucial to the success of any business.It has been studied in the fields of business and marketing since the 1970s. When customers are satisfied, brand loyalty is immediately involved. As a result, brand loyalty has received a lot of attention in recent decades. McDonald's is the world's leading fast service restaurant, with over 36,000 outlets worldwide and more than 70 million customers served daily in more than 100 countries. Every month, McDonald's serves approximately 13.5 million customers in over 320 stores in Malaysia. The company's performance is strongly related to its high levels of brand loyalty and customer satisfaction. This paper aims to examine how customer satisfaction, brand trust and brand loyalty may influence the purchase intention of McDonald in Malaysia. We applied SPSS to test hypotheses, and 150 McDonald's customers engaged in a Google form-based online survey. The findings reveal that customer satisfaction, brand trust and brand loyalty influence McDonald's customers purchasing intentions. Recommendations and implications were discussed.

Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics

The purpose of this study is to investigate the influence of emotional marketing on brand loyalty among female consumers in the field of cosmetics. Emotional marketing is a powerful tool that marketers use to create positive emotional associations with their brands, and research has shown that it can have a significant impact on consumer behaviour, including brand loyalty. The study will be conducted using a quantitative research approach, and data will be collected through a questionnaire that will be distributed to a sample of females who regularly purchase cosmetic products. The questionnaire will consist of multiple choice questions that will explore the participants' perceptions of emotional marketing, the emotional connections they have with cosmetic brands, and their level of brand loyalty. The literature review shows that emotional marketing is a crucial factor in creating strong emotional connections with consumers and building brand loyalty. In the cosmetic industry, emotional marketing strategies have been shown to be particularly effective in engaging female consumers, who make up the majority of cosmetic product purchasers. Emotional marketing strategies that are most effective for cosmetic brands include creating emotional connections with consumers through storytelling, using social media to engage with consumers, and using visual and sensory elements in marketing campaigns. Research has also shown that brand loyalty is positively influenced by emotional connections between consumers and brands. Emotional connections can be created through various emotional marketing strategies such as brand personality, storytelling, experiential marketing, and visual and sensory elements. The study aims to identify the most effective emotional marketing strategies for building brand loyalty among female consumers in the cosmetic industry. By analysing the data collected through the questionnaire, the study will explore the relationship between emotional marketing and brand loyalty, and identify which emotional marketing strategies are most effective in building brand loyalty among female consumers in the cosmetic industry. The results of the study will have significant implications for cosmetic brands, as they can use the findings to develop marketing strategies that can help them build strong emotional connections with female consumers and increase their brand loyalty. The study will also contribute to the existing body of knowledge on emotional marketing and brand loyalty, particularly in the context of the cosmetic industry. In conclusion, this study will provide valuable insights into the influence of emotional marketing on brand loyalty among female consumers in the cosmetic industry. By identifying the most effective emotional marketing strategies for building brand loyalty, the study will help cosmetic brands develop more effective marketing campaigns that can engage female consumers and create long-lasting emotional connections with their brands.

Data as capital and ethical implications in digital sport business models

Professional sport has entered the digital economy as organisations adopt data-driven business model innovations. The purpose of this article is to highlight the potential ethical vulnerabilities sport organisations and their leaders face when adopting digital sport business models. Here, we treat data as a species of capital that can be converted into economic capital once it undergoes a computational transformation via a data-driven business model innovation. We argue for two advantages in this approach. First, it helps make transparent the mechanisms through which digital sport business models work. Second, it reveals how the extraction and application of big data exacerbates inequitable power relationships between sport organisations and supporters – the big data divide – that leads to ethical vulnerabilities for sport organisations and their consumers. We suggest that sport consumers might be particularly vulnerable to digital data risk as a consequence of their high levels of brand loyalty and involvement, which tend to encourage trust in the sport properties soliciting, analysing, and monetising their data. Platform broadcasting partnerships, e-ticketing in smart stadiums, and cryptocurrency-based fan tokens are used as examples of data-driven business model innovations based on the conversion of data to capital, demonstrating how sport organisations risk violating the trust of supporters when using digital strategies. The article concludes with directions for future research to deliver an ethically informed data-driven sports industry.

Triggering brand switching in online stores: The effectiveness of recommendations for private labels versus national brands

As consumers increasingly shift toward online grocery shopping, reconsiderations of traditional marketing tactics become necessary, both to test whether they remain applicable online and to find new options that are specific to online channels. One such novel tactic might entail recommending private-label alternatives for products that consumers have added to their shopping carts. Three experiments indicate that when consumers receive recommendations to switch out a chosen brand for an alternative, they are more likely to switch if the recommended product is a private-label rather than national brand. The recommendations seemingly serve as quality signals, and private-label offerings have more to gain from such quality signals than national brands. This effect is prominent for consumers with low brand loyalty levels; it becomes attenuated for very brand loyal consumers though.

Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty

The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This study also examines the importance of trust and loyalty in the suggested model, which adds to the current research in this area. A self-administered questionnaire was employed to collect the data from the users of online travel booking websites, and the study rested upon 397 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) through Smart PLS v.3.2.6. The findings reveal that SMM has a favorable and substantial impact on BT and BL, influencing COVID-19 purchase intention. As per the findings, BT and BL's beneficial influence on the purchase intention of arranging travel on social media was discovered. Moreover, it was also confirmed from the results that BT and BL mediate the relationship between SMM and PI. Therefore, SMM significantly impacts online trip booking purchase intentions with increased BT and BL levels. Finally, several theoretical and managerial implications can be delineated from the findings of this study for industry and academia.

The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.

PENGARUH BRAND CREDIBILITY DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH ATTITUDE TOWARDS BRAND

This study aims to analyze how the influence of Brand Credibility and Brand Experience on Brand Loyalty, either directly or through mediation through Attitude Towards Brand. Methodology: Design of this research is cross sectional where data is collected from respondents at a certain time, data collection uses side simple random to 232 respondents randomly in Indonesia, data analysis method uses Structural Equation Model (SEM) to test the hypothesis. Findings: The results show that brand credibility has a positive effect on attitude toward brand and brand loyalty, brand experience has a positive effect on brand loyalty. Attitude toward the brand mediates the effect of brand credibility and brand brand loyalty, either partially or fully through mediation. Implications: Thisxstudyxprovides a practicalxframeworkxforxthe marketing department of each android smartphone manufacturer that can explain how a brand credibility and brand experience created by the company can form brand loyalty, which is influenced directly or through mediation from attitude toward brand. consumers to each of these companies. So, the companies that oversee smartphone brands such as Samsung, Xiaomi and Oppo can maintain current policies to achieve a better level of brand loyalty in the future. In the long term, research on these variables will also help the marketing department to periodically check the proposed level of influence and compare it with previous results. If the value of the proposed influence can increase or remain at the same level, then the company can maintain the current policy on these variables. Originality: This research can contribute by proposing brand credibility, attitude toward brand and brand loyalty in a single model or separately. In addition, this study adds to other literature that also influences brand loyalty, namely brand experience because the experience of today's consumers is also an important thing that cannot be ignored

Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

PurposeCurrent research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.Design/methodology/approachThis is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan.FindingsResults indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty.Research limitations/implicationsThere are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization.Practical implicationsThis research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables.Originality/valueThis research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

IS TWO ALWAYS BETTER THAN ONE? Customer Perception on the Merger of Startup Decacorn Companies

Recently, the two decacorn Startups in Indonesia decided to collaborate with a merger scheme and accumulate over 100 million monthly active users. The Merger triggers a new perception for customers and has an impact on the level of Brand Loyalty. However, no research examines how customer perception to mergers between the startup with decacorn status. Therefore, this study intends to fill this gap. Using the mix method approach, this study investigates how customer perception of startups’ mergers decacorn status and examines its effect on customer behavior. The findings revealed that customer self-congruency successfully mediates the research gap between customer perceptions on merger scheme (sig. 0.000 < 0.05, β = 0.575) and purchase intention (sig. 0.000 < 0.005, β = 0.390) by combining impulse buying strategies (sig. 0.003 < 0.05, β = 0.329). The paper contributes theoretically to the body of knowledge in the customer’s perception of the merging company. The study also gives new insight that customers’ perception of the Merger of two decacorn companies cannot guarantee that customers will be loyal to the company without connecting the customer self-congruency in each partner. It is recommended that the manager gain stimulus in building conformity of company image with customer perceptions that create self-congruency.

Do Consumers Raise Their Voices or Leave after Service Failures? Examining Angry Rumination, Distraction, and Brand Loyalty

This study aims to investigate the influence of rumination and distraction on consumer complaining behaviors (e.g., voice, negative word of mouth, and exiting) in a service failure encounter, and further examine the role of brand loyalty in consumer complaining behaviors. The findings of this study suggest that consumers use rumination and distraction to cope with service failures, which has different influences on consumer complaining behavior. Angry rumination increases all three types of consumer complaining behaviors, whereas distraction reduces negative word-of-mouth only. In addition, these relationships vary across the level of brand loyalty. Loyal consumers are more likely to voice their complaints directly to service providers as angry rumination increases, but they are less likely to spread out negative word-of-mouth than non-loyal consumers. The findings of this study contribute to a better understanding of consumer behaviors following service failures and provide a basis for effective service management strategies.

Özel Sektörde Çalışan Bireylerin Marka Sadakati Düzeylerinin İncelenmesi

Examination of Brand Loyalty Levels of Individuals Working in the Private Sector Abstract The aim of this study is to examine the brand loyalty levels of individuals working in the private sector. For this purpose, the sample group of the study consists of a total of 291 participants, 223 women and 68 men, selected using the convenient sampling method. In the study, the "Brand Loyalty Scale", developed by Tekin (2020) and validated and reliable, was used as a data collection tool. In order to determine the distribution of personal information of the participants in the analysis of the data, Kolmogorov Smirnov test was applied to determine whether the data showed a normal distribution, as well as the percentage and frequency descriptive statistical methods. It was determined that the data showed a normal distribution, and Parametric tests Independent sample t-test and One-way Anova tests were applied. According to the research findings, a significant difference was found between the sub-dimensions of the brand loyalty scale according to the variables of gender, marital status, fan club and following the matches. As a result, the level of brand loyalty varies according to the socio-demographic characteristics of the participants. Keywords: Brand, brand loyalty, private sector.

Augmenting brand community identification for inactive users: a uses and gratification perspective

Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members. Design/methodology/approach This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages. Findings The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Practical implications This paper provides suggestions to managers on the development of brand community value that can increase brand community identification and loyalty of apparently inactive brand community members. Originality/value By showing that brand community identification and loyalty exist for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand.

Omnichannel marketing and beacon technologies: experience and prospects in Europe

The article presents the main results obtained from the use of Omnichannel marketing strategy and Beacon technologies in the field of European trade, determines by the difference between multichannel and omnichannel marketing strategies. For the development of the main directions of digital technologies in the field of marketing, proposed in the works of D.J. Peltier, it is necessary to update the components included in the structure of integrated marketing communications. The authors established that under the influence of modern digital marketing technologies, it is necessary to redefine the disparate points of contact with customers that affect the process of consumer engagement and profit generation due to the use of various Omnichannels. Developing practical aspects of the Omnichannel retail strategy put forward by Yu. Melantiu needs to take into account that at the intersection of effective Omnichannel marketing and strategic initiatives, marketers get the opportunity to attract new customers and increase the level of brand loyalty. The paper presents the structure of beacon technology, gives the results of its application in European trade. The study reveals that the emergence of Omnichannel marketing leads to the destruction of the structure fields in the already available points where brands and consumers come into contact. The purpose of the article is to assess the level of application of omnichannel marketing technologies and beacon technologies by European retailers in order to develop a recommendation base necessary for the further effective development of omnichannel marketing in European countries. The authors propose a scheme of interaction between beacon technologies and information technology integrators within the framework of the omnichannel marketing strategy. The study performs a comparative analysis of multichannel and omnichannel marketing strategies. The authors make conclusions related to the development of omnichannel marketing in European countries, as well as determine the possibility of integrating beacon technologies into the omnichannel marketing system.

THEORETICAL AND METHODOLOGICAL FUNDAMENTALS OF THE BRAND REVITALIZATION PROCESS

In terms of rapid globalization and its impact on economic processes, increased competition in the market becomes inevitable, which directly affects the life cycle of goods and services. In addition, changing the channels of marketing communications do not always contribute to the sustainable development of brands and maintaining a stable position in the market. Under certain conditions, a brand can quickly lose relevance for consumers, forcing companies to constantly monitor the level of brand loyalty. In case of loss of positions for brand resuscitation, a number of measures are taken, and one of the most effective is revitalization. The purpose of the article is to study the theoretical and methodological foundations of the process of brand revitalization. The process of brand implementation and management has recently become new due to the constant change in economic processes. The main task of enterprises is to increase competitiveness and gain new market positions, and effective branding remains the main tool. It is noted that currently the life cycle of the brand is significantly shortened, and the main task of the company is to keep the brand in maturity for as long as possible. In case the brand is in a recession, the company should start the rebranding process, one of the options of which may be the revitalization process. Symptoms of brand aging, which can be a signal for revitalization, are outlined. A number of issues have been identified that can serve to define and develop further brand revitalization strategy. The main methods that provide brand revitalization are represented. The advantages of brand revitalization in comparison with creating a new brand are given. The implementation of the brand revitalization process has certain advantages in choosing a rebranding strategy for the company. The brand management process should take into account all threats and predict further development in accordance with the brand life cycle and determine the presence of symptoms of aging in a timely manner. If they occur, comprehensive measures should be taken, based on comprehensive changes that can breathe new life into the brand and restore its competitiveness in the market.

Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

Brand Community Satisfaction for Lurkers and Posters

Brand communities are extremely important to marketers because they lead to a variety of positive outcomes, including higher levels of brand loyalty, positive word-of-mouth, purchase intentions, brand engagement, etc. Because of this, brand community managers want to ensure that members have a positive experience when they join and participate in these communities. This module introduces brand communities, the various types of brand community members (i.e., lurkers and posters), and what these lurkers and posters expect when they join a brand community. Then, we discuss whether or not those expectations are satisfied – and implications for brand community managers.