What is it about?
Looking at all of the papers that have examined the drivers and consequences of participating in a brand community, 5 categories of drivers and 3 categories of consequences were found. Brand community research is popular in the marketing field and by brands in the real world, so summarising all of the literature is important to see what has been done and where to go next. With this in mind, 17 research questions are proposed to help guide future research in the area.
Featured Image
Photo by Annie Spratt on Unsplash
Why is it important?
With hundreds of articles published on the topic of brand communities it can be difficult to understand how they are different and/or similar. This paper helps show the similarities and differences, with many specific research questions also provided. The summary is useful for brand managers employing brand communities and also academics interested in brand community research.
Perspectives
This literature review took a long time, and went through many different forms before coming to its final publication version. Now that it is published I am really proud of all the time and effort I put towards it and how much insight it gives to academics especially in brand community research. This was the first literature review paper I have published and hope to do more in the future.
Margurite Hook
University of Newcastle
Read the Original
This page is a summary of: Antecedents and consequences of participation in brand communities: a literature review, Journal of Brand Management, November 2017, Nature,
DOI: 10.1057/s41262-017-0079-8.
You can read the full text:
Contributors
The following have contributed to this page
