Why Consumers Join Brand Communities Online
The degree of connectedness between a consumer and a brand may be determined by how well consumers are integrated into brand communities.
In addition to peer recommendations, brands are playing an increasing role in consumers’ purchasing decisions. The degree of connectedness between a consumer and a brand may be determined by how well consumers are integrated into brand communities.
The Journal of Brand Management published a study conducted by the University of Castilla-La Mancha that investigated the influence of community integration on brand identification.
The study shows how brand identification influences satisfaction, loyalty and word-of-mouth communications. It also confirmed the influence of brand community integration on consumer satisfaction and brand identification.
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