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.
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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.
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.
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