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Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

Purpose This study aims to explore knowledge sharing (KS) attitudes and intention of healthcare professionals in India through the use of information and communication technology platforms such as Web 2.0. The research specifically focuses on individual motivators such as the face, reputation and reciprocity, which, to an extent, are influenced by indigenous culture. Design/methodology/approach The study uses a cross-sectional survey design to collect data. A sample of 207 was obtained from professionals working in healthcare in India. The data were analyzed using the partial least square-structural equation modeling. Findings The results confirmed that attitude toward KS leads to the intention to share knowledge. Attitude toward KS using Web 2.0 was found to be positively related to self-efficacy and reciprocity. Furthermore, face and reputation were found to moderate the relationship between attitude and intention to share knowledge while the moderating effect of rewards was found to be insignificant. Research limitations/implications This study was limited to healthcare professionals in India. Knowledge workers in other industries can be considered for further studies. Practical implications This study provides useful insights into KS practices using Web 2.0 among knowledge workers. Particularly it emphasizes the individual motivators, which can be manipulated by Web 2.0 designers to nurture a positive attitude toward KS and to encourage user’s participation. Originality/value The study investigates, using an integrated theoretical framework, how certain factors act as a motivator or a barrier for sharing knowledge using Web 2.0. in the specific cultural context of healthcare professionals in India.

Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap. Design/methodology/approach This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers. Findings The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self. Originality/value This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

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