Title: Brand engagement and identification in virtual brand community: the moderating role of brand community subscription seniority

Authors: Nedra Bahri-Ammari; Raouf Ahmad Rather; Rahim Kallal

Addresses: Department of Marketing, IHEC, University of Carthage, Rue Victor Hugo, Site archéologique de Carthage, Carthage Présidence, 2016, Tunisia ' Department of Management Studies, University of Kashmir, South Campus, Hazratbal, Srinagar, Jammu & Kashmir, 190006, India ' LR-LEFA, IHEC, University of Carthage, Rue Victor Hugo, Site archéologique de Carthage, Carthage Présidence, 2016, Tunisia

Abstract: Although brand identification and brand engagement are key research priorities, empirically led insight into these concepts and their links remains tenuous. We thereby explore the effect of brand community identification on brand engagement, which subsequently affects word-of-mouth and brand attachment in virtual brand community (VBC) context. We also examine brand community subscription seniority to moderate the link between engagement and word-of-mouth thus further contributing to identification/engagement-literature. To explore these issues, we gathered data from 394 online brand communities' respondents (music festival) in Tunisia. Applying structural equation method, we uncover that brand quality relationship and brand identification affects engagement. Further, engagement significantly affects brand attachment, but its influence on word-of-mouth remains minimal. The findings also indicate that brand community subscription seniority moderates the brand engagement/word-of-mouth relationship. We put forward some managerial practices to promote brand community identification/engagement thus adopting branding strategies/tactics, which stimulate value sharing, co-creation and brand attachment in virtual brand community context.

Keywords: Web 2.0; online brand community; identification; word-of-mouth intentions; social exchange theory; SET; membership; musical festival; brand engagement.

DOI: 10.1504/IJWBC.2021.119470

International Journal of Web Based Communities, 2021 Vol.17 No.4, pp.262 - 292

Received: 22 May 2020
Accepted: 06 Jan 2021

Published online: 06 Dec 2021 *

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