Community Members’ Perception of Brand Community Character: Construction and Validation of a New Scale

Journal of Interactive Marketing, Vol. 36, pp. 107-120, 2016

Posted: 13 Jun 2017

See all articles by Marleen Relling

Marleen Relling

University of Hamburg - Institute for Marketing and Media

Oliver Schnittka

University of Hamburg

Christian M. Ringle

Hamburg University of Technology (TUHH)

Henrik Sattler

University of Hamburg

Marius Johnen

University of Hamburg - Institute for Marketing and Media

Date Written: September 22, 2016

Abstract

Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and O'Guinn (2001) the existing literature suggests high levels of consciousness of kind, shared rituals and traditions, and a sense of moral responsibility among community members, which imply a notion of “brand community character”. This study accordingly argues that community members' perceptions of the brand community character (PBCC) should lead to positive outcomes for both the community and the brand. Neither PBCC nor its three characteristics have been measured empirically previously, so this study develops an initial scale. Six consecutive studies to develop the PBCC scale demonstrate its reliability and validity, while a further study affirms that PBCC has a positive relationship with relevant brand outcomes.

Keywords: Brand community, Brand loyalty, Community loyalty, Perception of brand community character, Scale development

Suggested Citation

Relling, Marleen and Schnittka, Oliver and Ringle, Christian M. and Sattler, Henrik and Johnen, Marius, Community Members’ Perception of Brand Community Character: Construction and Validation of a New Scale (September 22, 2016). Journal of Interactive Marketing, Vol. 36, pp. 107-120, 2016, Available at SSRN: https://ssrn.com/abstract=2984856

Marleen Relling

University of Hamburg - Institute for Marketing and Media ( email )

Welckerstrasse 8
Hamburg, 20354
Germany

Oliver Schnittka

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Henrik Sattler

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Marius Johnen

University of Hamburg - Institute for Marketing and Media ( email )

Welckerstrasse 8
Hamburg, 20354
Germany

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