Interplay between Brand and Brand Community: Evidence from European Car Clubs

51 Pages Posted: 22 Apr 2004

See all articles by René Algesheimer

René Algesheimer

University of Zurich

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Andreas Hermann

University of St. Gallen - Department of Management/Business Administration

Date Written: March 2004

Abstract

We investigate the antecedents and consequences of consumers' relationships with the brand and the brand community, and the interplay between them. Both positive (through the construct of community engagement) and negative (through normative community pressure and reactance) aspects of brand community influence are studied, and various brand-related (loyalty and recommendation) and brand community-related (membership continuance, recommendation and participation) intentions and behaviors are also examined. Our survey-based study, conducted with a large sample (N=525) of European car club members, and employing structural equation models, supports the proposed conceptual model, also revealing interesting differences between small and large brand communities. We conclude with a discussion of the theoretical and managerial implications of the findings.

Keywords: Brand, brand community, normative influence, car clubs

Suggested Citation

Algesheimer, René and Dholakia, Utpal M. and Hermann, Andreas, Interplay between Brand and Brand Community: Evidence from European Car Clubs (March 2004). Available at SSRN: https://ssrn.com/abstract=534542 or http://dx.doi.org/10.2139/ssrn.534542

René Algesheimer

University of Zurich ( email )

Department of Business Administration
Andreasstrasse 15
Zurich, 8050
Switzerland

HOME PAGE: http://www.market-research.uzh.ch

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Andreas Hermann

University of St. Gallen - Department of Management/Business Administration ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

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