Title: Influence of online brand community factors on customer brand engagement: mediating role of collective psychological ownership

Authors: Amanish Lohan; Akash Saharan

Addresses: Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana (131001), India ' Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana (131001), India

Abstract: This study aims to investigate the influence of factors of online brand communities (OBC) on customer brand engagement (CBE). Specifically, this study examines the role of community related factors including OBC experience, community relationship investment (CRI) and self-congruity (SC) on CBE towards the brand. It examines the role of collective psychological ownership (CPO) as a mediator between antecedents of CBE. Using social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 251 members of online brand community. PLS-SEM was used for analysis. Results suggest that community related factors influence an individual's CBE towards the brand, which also leads to higher brand equity. Findings also reveal that CPO strengthens the relationship between community related factors and CBE. In addition, the study shows the importance of CPO in predicting CBE. This study allows marketers to navigate through OBCs and design promotion strategies by creating meaningful experiences for the members. It also provides marketers with the tools to create a framework tapping into the collective will of the community.

Keywords: online brand communities; collective psychological ownership; customer engagement; community relationship investment; self-congruity; structural equation modelling.

DOI: 10.1504/IJEMR.2026.155074

International Journal of Electronic Marketing and Retailing, 2026 Vol.18 No.1, pp.88 - 109

Received: 04 Aug 2023
Accepted: 04 Dec 2023
Published online: 27 Jul 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article