“Happy Together”: Effects of Brand Community Engagement on Customer Happiness

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-11-22 DOI:10.1080/15332667.2018.1534063

A. Niedermeier, Lisa D Albrecht, Benedikt Jahn

引用次数: 23

Abstract

Abstract Because the pursuit of happiness is fundamental, humans perform a wide range of activities, including consumption, to lead a happy life. For marketers, findings from positive psychology suggest that customer happiness may arise through customer engagement. This article proposes a conceptual framework of customer happiness in brand communities and analyzes the effect of customer engagement on customer happiness, as well as on the ultimate outcomes of word of mouth and purchase intentions. Structural equation modeling provides a test of the model through an empirical study with 518 members from the online brand community for a German automotive brand. Customer engagement exerts a significant positive effect on customer happiness, which in turn increases positive word of mouth and purchase intentions. Therefore, marketing managers should invest in brand communities to engage customers and build and maintain their happiness and loyalty.

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“一起快乐”:品牌社区参与对顾客快乐的影响

因为追求幸福是人类的根本，所以人类通过各种各样的活动，包括消费，来过上幸福的生活。对于营销人员来说，积极心理学的研究结果表明，顾客的幸福感可能会通过顾客参与而产生。本文提出了品牌社区中顾客幸福感的概念框架，并分析了顾客参与对顾客幸福感的影响，以及对口碑和购买意愿最终结果的影响。结构方程模型通过对德国某汽车品牌在线品牌社区518名成员的实证研究，对模型进行了检验。顾客参与对顾客满意度有显著的正向影响，而顾客满意度又会增加正向口碑和购买意愿。因此，营销经理应该投资于品牌社区，以吸引客户，建立和保持他们的幸福感和忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.