Antecedents and Consequences of Participation in Brand Communities: A Literature Review

16 Pages Posted: 27 Jul 2018

See all articles by Margurite Hook

Margurite Hook

University of Newcastle (Australia) - Newcastle Business School

Stacey M. Baxter

University of Newcastle (Australia)

Alicia Kulczynski

University of Newcastle (Australia) - Marketing

Date Written: November 2017

Abstract

With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.

Keywords: Brand community participation, Literature review, Online brand communities, Offline brand communities, Social-media-based brand communities

Suggested Citation

Hook, Margurite and Baxter, Stacey M. and Kulczynski, Alicia, Antecedents and Consequences of Participation in Brand Communities: A Literature Review (November 2017). Journal of Brand Management, Vol. 25, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3219027 or http://dx.doi.org/10.1057/s41262-017-0079-8

Margurite Hook (Contact Author)

University of Newcastle (Australia) - Newcastle Business School ( email )

City Campus East – 231
Newcastle-Upon-Tyne NE1 8ST, NE1 8ST
Australia

Stacey M. Baxter

University of Newcastle (Australia) ( email )

University Drive
Callaghan, NSW 2308
Australia

Alicia Kulczynski

University of Newcastle (Australia) - Marketing

Australia

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