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首页> 外文期刊>Journal of Product & Brand Management >Brand engagement without brand ownership: a case of non-brand owner community members
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Brand engagement without brand ownership: a case of non-brand owner community members

机译：没有品牌所有权的品牌参与度：非品牌所有者社区成员案例

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PurposeConsidering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.Design/methodology/approachData were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.FindingsThe results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.Research limitations/implicationsThe primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.Practical implicationsThe study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.Originality/valueThe study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among non-owner community members; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.
机译：目的考虑引起品牌所有权的问题，本文旨在提出一个概念模型，将品牌参与度描述为成员品牌心理所有权（BPO）和价值一致性的函数，并研究品牌参与度对品牌依恋和品牌购买意图的影响.Design / methodology / approachData是从275个不拥有该品牌的品牌社区成员中收集的。六个不同的品牌社区入围，线下活动成为目标。为了检验假设关系，作者使用了结构方程模型。结果表明，业务流程外包和价值一致性对成员的品牌参与度有积极影响，这进一步影响了品牌的依恋和品牌购买意图。还发现，品牌依恋介导了品牌参与对品牌购买意图的影响。研究局限/含义本文的主要局限是研究背景，需要进一步复制。该研究的特定客户细分方法为品牌管理领域中的品牌参与范围添加了新的方向。实际意义研究表明，品牌经理需要将重点从现有品牌客户扩展到非客户作为品牌参与主题，因为原创性/价值本研究认可心理所有权理论在品牌参与度研究中的作用；非品牌所有者还可以体验品牌的依恋关系，并开发购买该品牌的意图。探索非所有者社区成员之间进行品牌互动的可行性；强调他们的参与在增强品牌和购买意向方面的作用；并阐明品牌参与度和品牌依恋度之间的模糊界限。

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