The East Eden of Community Engagement: The Process of Customer Brand Engagement in Online Communities on Brand Love

Reza Marvi, Mohammad Hossein Marvi, Mohammad Mehdi Foroudi

Research output: Chapter in Book/Published conference outputChapter

Abstract

The engagement concept has appeared in wide ranges of context ranging from educational research, political science to business and management. Customer brand engagement in online communities has many advantages for firms. More scholars are becoming interested in analysing the customer brand engagement in the tourism context. During co-creation process, customers are actively involved in co-creation. Subsequently, firms offer their resources to the customer for the value co-creation. The central assertion and deepest relationships between customers and brand are formed based on a concept called perceived value theory. Such perceived value is mostly based on other values, including functional value, social value, and emotional value. Identification refers to the mutual identity that customer perceive between themselves and community. An expression of identification with brand is conceptualised as a special type of identification. Airbnb online community enables trust to be made between guests and hosts.
Original languageEnglish
Title of host publicationContemporary Issues in Branding
EditorsPantea Foroudi, Maria Palazzo
Chapter14
Number of pages16
ISBN (Electronic)9780429429156
Publication statusPublished - 16 Dec 2019

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