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Community Members' Perception of Brand Community Character: Construction and Validation of a New Scale

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  • Relling, Marleen
  • Schnittka, Oliver
  • Ringle, Christian M.
  • Sattler, Henrik
  • Johnen, Marius

Abstract

Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and O'Guinn (2001) the existing literature suggests high levels of consciousness of kind, shared rituals and traditions, and a sense of moral responsibility among community members, which imply a notion of “brand community character”. This study accordingly argues that community members' perceptions of the brand community character (PBCC) should lead to positive outcomes for both the community and the brand. Neither PBCC nor its three characteristics have been measured empirically previously, so this study develops an initial scale. Six consecutive studies to develop the PBCC scale demonstrate its reliability and validity, while a further study affirms that PBCC has a positive relationship with relevant brand outcomes.

Suggested Citation

  • Relling, Marleen & Schnittka, Oliver & Ringle, Christian M. & Sattler, Henrik & Johnen, Marius, 2016. "Community Members' Perception of Brand Community Character: Construction and Validation of a New Scale," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 107-120.
    • Handle: RePEc:eee:joinma:v:36:y:2016:i:c:p:107-120
    DOI: 10.1016/j.intmar.2016.07.002
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    2. Bacile, Todd J. & Wolter, Jeremy S. & Allen, Alexis M. & Xu, Pei, 2018. "The Effects of Online Incivility and Consumer-to-Consumer Interactional Justice on Complainants, Observers, and Service Providers During Social Media Service Recovery," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 60-81.
    3. Eppmann, René & Bekk, Magdalena & Klein, Kristina, 2018. "Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 98-115.
    4. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    5. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
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