Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research …

With hundreds of articles dedicated to investigating brand communities, there is now a need
to consolidate the literature. This review addresses the need to reconcile the findings of …

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

Retail sales has consistently faced threats by technology throughout history, with the recent
advent of Artificial Intelligence (AI) posing the most recent challenge. It is often said that …

The brand community built by social networking sites (SNSs) promotes efficiency in modern
marketing. However, building consumer-brand relationships through an SNS brand …

This article investigates individual-level antecedents and relational outcomes of social
media engagement. Social media engagement approached in this study is a three …

This study advances the conceptualisation and operationalisation of consumer engagement
in the context of online brand communities (OBCs). Past scholarship has only partially …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

Purpose Online brand communities (OBCs) are an effective avenue for brands to engage
consumers. While engaging with the brand, consumers simultaneously interact with other …