Towards a Community-Based Theory of Brand Community Engagement
This research makes numerous fronts of contributions to the existing bodies of knowledge. The research stands on a very comprehensive quality assessment footing which covers the ontological, epistemological and methodological domains of validity, reliability and generalizability assessments. Judging from the fact that brand community engagement is a contextually based process of value co-creation and social influence towards the perceptions, attitudes and behavioral participations of market players, combined use of netnography method and grounded theory are best suited to concurrent data collection and analysis. Four underlying relevant social psychological theories provide the a-priori background in the identification of a typology describing the structure of brand community engagement. This typology fosters the integration of everything around the brand community, which enables the researchers to easily prioritize on the direction for theme identification and, by subjected to further grounded theory-based data analysis, an S-O-R (Stimuli-Organism-Response) model of brand community becomes obvious in the capability to explain brand community engagement.
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Document Type: Research Article
Affiliations: School of Management, Mae Fah Luang University, Thailand
Publication date: July 1, 2018
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