Relationship of Brand Community Characteristics with Brand Community Engagement

  • Nawaz Ahmad Institute of Business Management, Karachi, Pakistan
  • Rakshanda Abban Institute of Business Management, Karachi, Pakistan
  • Umer Bin Mazhar Institute of Business Management, Karachi, Pakistan
Keywords: Brand community, brand community engagement, perceived personalization

Abstract

Within the era of branding and consumer liberalization, the dynamics of engaging the brand community remained the center of attention for marketers. Referring to the existing literature this research aimed to establish the causal linkage between brand community characteristics- member’s familiarity, trust with each other and perceived personalization with the community engagement. 200 iPhone users identified through purposive sampling came out to be the sample of the study. The questionnaire as the research instrument was selected to fulfill the purpose of data collection. Once the collected data meet the requirement of reliability through Cronbach alpha, correlation and multiple linear regression were applied to extract the final results of the study. The glaring importance of brand community characteristics {Adj-R2=. 563, f (3, 196) = 86.312} in influencing brand engagement emerged as the final results of the study. All three factors, Brand trust {t (3, 196) =5.293, p=.000}, familiarity {t (3, 196) = 2.380, p=.018} and perceived personalization {t (3, 196) = 5.574, p=.000} came out to be significant contributors towards brand engagement. The study contributes towards the refinement of understanding of policymakers and marketers related to engaging their respective brand community.

Published
2019-08-30