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Drivers of brand community engagement

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  • Kumar, Jitender
  • Kumar, Vikas

Abstract

Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the community relationship investment in predicting the levels of brand community engagement.

Suggested Citation

  • Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s096969891830777x
    DOI: 10.1016/j.jretconser.2019.101949
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