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

Ammari, Nedra Bahri; Rather, Raouf Ahmad; Kallal, Rahim

doi:10.1504/ijwbc.2021.119470

Cited by 12 publications

(5 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…behavioral intention and co-creation. Hence, new factors may be employed like stakeholder engagement (Hollebeek et al , 2022), brand trust (Hollebeek et al , 2019), employee engagement (Marques et al , 2022), perceived value and self-identification (Kahraman and Cifci, 2022; Bahri-Ammari et al , 2021; Rather and Hollebeek, 2019), brand coolness (Khoi and Le, 2022), brand attachment/experience, cautious travel intents and travel avoidance (Zorlu et al , 2022; Jaziri and Rather, 2022; Sánchez-Cañizares et al , 2021), which can also produce additional insights during/after COVID-19. Finally, this paper explored the moderating effect of psychological fear and protection motivation; therefore, future scholars are advised to study extra -interaction variables such as behavioral control or socio-demographic factors like gender or age in investigating the study's relationships (Kautish et al , 2022; Pansari and Kumar, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…According to SDL (Javed and Awan, 2022;Ranjan and Read, 2016), value has not been simply (co)created by organizations/brands, although (co)created by consumers as well (Grissemann and Stokburger-Sauer, 2012). As visitors become engaged with time, they likely share their individual experience (or information) with others (Rehman et al, 2022;Bahri-Ammari et al, 2021;Vo-Thanh et al, 2021). Further, when consumers are engaged or involved toward a brand, they might become direct stakeholders in the process of value co-creation (Vargo and Lusch, 2016).…”

Section: Social-media Involvement Psychological Risk and Cbe Interfacementioning

confidence: 99%

“…According to SDL (Javed and Awan, 2022; Hollebeek and Rather, 2019; Ranjan and Read, 2016), value has not been simply (co)created by organizations/brands, although (co)created by consumers as well (Grissemann and Stokburger-Sauer, 2012). As visitors become engaged with time, they likely share their individual experience (or information) with others (Rehman et al , 2022; Bahri-Ammari et al , 2021; Vo-Thanh et al , 2021).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

See 2 more Smart Citations

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Rather¹,

Parrey

Gulzar

et al. 2022

JHTI

View full text Add to dashboard Cite

PurposeDrawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.Design/methodology/approachTo investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).FindingsPLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.Research limitations/implicationsGiven the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.Practical implicationsThis research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.Originality/valueDespite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Social-media Involvement Psychological Risk and Cbe Interfacementioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Rather¹,

Parrey

Gulzar

et al. 2022

JHTI

View full text Add to dashboard Cite

show abstract

“…Behavioral-based outcomes developed from CE comprise of customer/brand loyalty (Li et al, 2020;Shams et al, 2020;So et al, 2014So et al, , 2021, advocacy (Bilro et al, 2019), tourist citizenship behaviors (e.g., Liu et al, 2014;Ramkissoon et al, 2018), repatronage intent (Islam et al, 2019), behavioral intention (Ahn & Back, 2018;Rasoolimanesh et al, 2021b), revisit intention (Majeed & Ramkissoon, 2020;Wei et al, 2017), actual future behavior (Bergel & Brock, 2019;Harrigan et al, 2018), willingness to pay (Kandampully et al, 2015), WOM (Bahri-Ammari et al, 2021;Choi & Kandampully, 2019;Wei et al, 2017), environmental behavior (Chuah et al, 2020), value co-creation outcomes (Rather et al, , 2022a(Rather et al, , 2022c(Rather et al, , 2022d, and sustainable development (Chen et al, 2021;Ramkissoon, 2022;Rather & Sharma, 2017;Vo-Thanh et al, 2021).…”

Section: Behavioral/intentional Outcomesmentioning

confidence: 99%

Customer engagement in tourism and hospitality research

Ahmad Rather,

Ramkissoon,

D. Hollebeek

et al. 2023

Handbook of Customer Engagement in Tourism Marketing

View full text Add to dashboard Cite

Bryce et al. (2015) Ramkissoon (2022) Attachment, emotional connection, commitment, and devotion Kumar and Pansari (2016) Customer purchases, customer referrals, customer influence, and customer knowledge Wei et al. (2017) Behavior Pansari and Kumar (2017) Direct (buying) and indirect (customer referrals, customer influence, customer knowledge, customer feedback) Harmeling et al. (2017) Behaviors (voluntary resource contribution) Fang et al. (2017) Psychological (vigor, dedication, and absorption) and behavioral Bilro et al. (2018) Cognitive, emotional, and behavioral Li et al. (2018) Behaviors Harrigan et al. (2018) Absorption, enthusiasm, attention, identification, and interaction Rather (2018b) Absorption, enthusiasm, attention, identification, and interaction Aluri et al. (2019) Cognitive, emotional, and behavioral Choi and Kandampully (2019) Behaviors (willingness to suggest and word of mouth) Bravo et al. (2019) Direct (buying) and indirect (customer referrals, customer influence, customer knowledge, customer feedback) Loureiro and Sarmento (2019) Customer purchases, customer referrals, customer influence, and customer knowledge Rather and Sharma (2018, 2019) Absorption, enthusiasm, attention, identification, and interaction Zhang et al. (2018) Behavior Rather et al. (2019) Conscious attention, enthused participation, and social connection Willems et al. (2019) Cognitive, emotional, and behavioral Islam et al. (2019) Cognitive processing, affection, and activation Flavián et al. (2019) Cognitive, temporal, affective, and behavioral Hollebeek et al. (2019a) Cognitive, affective, and behavioral Ye et al. (2019) Hedonic engagement and utilitarian engagement Rather (2020) Cognitive, affective, and behavioral Fang et al. (2020) Cognitive, emotional, and behavioral Zhang et al. (2020)

show abstract

“…These arguments are derived from the foundation that engaged consumers are involved in powerful marketing-based activities by performing a crucial role in brand recommendations or referrals (Pansari and Kumar, 2017). Extending the CBE notion to tourism/destinations can assist destination-brand marketers in exploring and understanding means to affect the tourists’ behavior (Bahri-Ammari et al , 2021; Chen et al , 2021; Rather et al , 2021). Tourism has been documented as a discretionary activity, although, researchers put efforts into investigating the tourists’ behavioral patterns (Peco-Torres et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

Transforming destination-based customer engagement to revisit intention through co-creation: findings from SEM and fsQCA

Satar

Rather²,

Cheema

et al. 2023

Self Cite

View full text Add to dashboard Cite

Purpose The business ambiguity because of COVID-19 has brought the tourism industry under stress. Using the service-dominant-logic and elaboration-likelihood-model, this study tested the effects of destination-based cognitive, affective and behavioral customer brand engagement (CBE) on customer brand co-creation (CBC). This research also examined the effects of involvement and CBC on customer revisit intention (CRI) during the COVID-19 pandemic. This study also tested the moderating role of customers’ age among the modeled relationships. Design/methodology/approach Investigating these matters, a sample of 315 tourists was recruited and adopted a mixed-method approach, including structural equation modeling (SEM) as well as fuzzy set qualitative-comparative analysis (fsQCA). Findings SEM results render that CBE’s dimensions exercise different impacts on CBC, which affect revisit-intention. Results ascertain customer involvement’s direct effects on CBC and revisit intention. Multi-group analysis uncovers that consumer age significantly moderates the CBC and CRI relationship, and their effect increases as consumers get older. The fsQCA results revealed more heterogenous combinations to predict CBC and revisit intention. Research limitations/implications This study focuses on CBE, CBC and involvement, and contributes unique insight to tourism marketing research; thus, it identifies plentiful opportunities for further research, as summarized. Practical implications This study offers key implications for destinations to build tourism/marketing strategies to strengthen the CBE/CBC or tourist/destination–brand relationship. Originality/value Though CBE/CBC and involvement are identified as important research priorities, empirically derived insights among these and related factors remain limited in the course of the COVID-19 crisis.

show abstract

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

Cited by 12 publications

References 0 publications

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Customer engagement in tourism and hospitality research

Transforming destination-based customer engagement to revisit intention through co-creation: findings from SEM and fsQCA

Contact Info

Product

Resources

About