Psychological underpinnings of brand community image

Phu Hai Ho, Sara Denize, Nicole Stegemann, Tai Anh Kieu

Research output: Chapter in Book / Conference PaperConference Paperpeer-review

Abstract

![CDATA[Increasing competition and social media use leads marketers to seek ways to engage consumers through brand communities. The brand community and its image is a source of brand equity. Nonetheless, there is a lack of research attention to brand community image (BCI). Further, previous studies stopped short of considering social comparison processes that form brand community image. This study aims to examine psychological drivers of brand community image, namely brand identification, sense of brand community and social comparison. The findings of a survey with 340 members Johnnie Walker brand community in Vietnam reveal that sense of brand community and social comparison significantly influence BCI. The impact of this research is its actionable insights for marketers suggesting that a focus on facilitating social interactions, rather than just building brand identity, will serve as a rallying point for brand community members.]]
Original languageEnglish
Title of host publicationConference Proceedings of ANZMAC 2017: Marketing for Impact, December 4-6, 2017, Melbourne, Australia
PublisherANZMAC
Pages960-963
Number of pages4
Publication statusPublished - 2017
EventAustralian & New Zealand Marketing Academy. Conference -
Duration: 4 Dec 2018 → …

Publication series

Name
ISSN (Print)1447-3275

Conference

ConferenceAustralian & New Zealand Marketing Academy. Conference
Period4/12/18 → …

Keywords

  • branding (marketing)
  • Vietnam

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