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 …

Brands often seek endorsements by consumers on social media (eg, likes on Facebook).
But is this marketing strategy feasible for all brands? To answer this question, this research …

This essay presents an argument for critical organization studies scholars to more seriously
address the phenomenon of corporate branding as a central, constitutive feature of …

Consumers act and interact via social media networks and online brand communities,
collectively generating brand culture. In this context, organisations have the opportunity to …

Purpose This study aims to build on the notion of brand evangelism developed by Becerra
and Badrinarayanan (2013) by examining how brand relationship variables regarding one …

Purpose–The purpose of this paper is to understand the relationships Generation Y females
have with fashion brands online. Specifically, it examines the role of the internet and social …

We aim at identifying and examining the different patterns of mechanisms through which the
community-based relationships result in brand-based relationships. Hence, we address the …

Originally, human communities were comprised of people who shared a value system and
interpersonal trust (Wiegandt, 2009). The basic motive for belonging to a community has …

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 …

Abstract Service failure studies have paid little attention to the role of the other customers or
bystanders present in a service setting. Using a mixed method approach, the current study …