TY - GEN
T1 - Psychological underpinnings of brand community image
AU - Ho, Phu Hai
AU - Denize, Sara
AU - Stegemann, Nicole
AU - Kieu, Tai Anh
PY - 2017
Y1 - 2017
N2 - ![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.]]
AB - ![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.]]
KW - branding (marketing)
KW - Vietnam
UR - http://handle.westernsydney.edu.au:8081/1959.7/uws:49117
UR - https://anzmac.wildapricot.org/2017-Conference-Proceedings
M3 - Conference Paper
SP - 960
EP - 963
BT - Conference Proceedings of ANZMAC 2017: Marketing for Impact, December 4-6, 2017, Melbourne, Australia
PB - ANZMAC
T2 - Australian & New Zealand Marketing Academy. Conference
Y2 - 4 December 2018
ER -