Theoretical Model of Engagement in the Context of Brand Communities

This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspecti...

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Autores principales:	Flávia D\u2019albergaria Freitas, Victor Manoel Cunha de Almeida
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2017
Materias:	engagement participation brand community identity integration Business HF5001-6182
Acceso en línea:	https://doaj.org/article/a2f38f2dd38d4d98b1fd3b1daf70c6b4
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spelling	oai:doaj.org-article:a2f38f2dd38d4d98b1fd3b1daf70c6b42021-11-11T15:48:07ZTheoretical Model of Engagement in the Context of Brand Communities1807-734Xhttps://doaj.org/article/a2f38f2dd38d4d98b1fd3b1daf70c6b42017-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123049109005https://doaj.org/toc/1807-734XThis essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.Flávia D\u2019albergaria FreitasVictor Manoel Cunha de AlmeidaFUCAPE Business Schoolarticleengagementparticipationbrand communityidentityintegrationBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 14, Iss 1, Pp 86-107 (2017)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	engagement participation brand community identity integration Business HF5001-6182
spellingShingle	engagement participation brand community identity integration Business HF5001-6182 Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida Theoretical Model of Engagement in the Context of Brand Communities
description	This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.
format	article
author	Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida
author_facet	Flávia D\u2019albergaria Freitas Victor Manoel Cunha de Almeida
author_sort	Flávia D\u2019albergaria Freitas
title	Theoretical Model of Engagement in the Context of Brand Communities
title_short	Theoretical Model of Engagement in the Context of Brand Communities
title_full	Theoretical Model of Engagement in the Context of Brand Communities
title_fullStr	Theoretical Model of Engagement in the Context of Brand Communities
title_full_unstemmed	Theoretical Model of Engagement in the Context of Brand Communities
title_sort	theoretical model of engagement in the context of brand communities
publisher	FUCAPE Business School
publishDate	2017
url	https://doaj.org/article/a2f38f2dd38d4d98b1fd3b1daf70c6b4
work_keys_str_mv	AT flaviadu2019albergariafreitas theoreticalmodelofengagementinthecontextofbrandcommunities AT victormanoelcunhadealmeida theoreticalmodelofengagementinthecontextofbrandcommunities
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Theoretical Model of Engagement in the Context of Brand Communities

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