Psychological ownership towards online brand communities driving brand engagement: a visitors’ perspective

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2022-05-19 DOI:10.1080/0965254X.2022.2063926

J. Kumar

引用次数: 1

Abstract

ABSTRACT This study investigates how visitors’ sense of psychological ownership towards online brand communities (OBCs) can influence their engagement with the focal brand. The approach is anchored in the postulates of psychological ownership theory and a theoretical model is proposed. Data collected from 387 visitors to firm-created OBCs is used for empirical model validation. Data analysis reveals that a sense of self-efficacy, accountability, belongingness, and self-identity experienced by the visitors towards the community can influence their engagement with the focal brand. Visitors’ engagement with the brand further influences their intentions towards brand purchase. Perceived diversity among the visitors moderates the effect of four dimensions of psychological ownership on brand engagement.Current study pioneers the application of psychological ownership theory in understanding visitors’ brand engagement through OBCs and depicts different moderating mechanisms. The findings offer unique theoretical and managerial implications for brand building.

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对在线品牌社区的心理所有权推动品牌参与:一个访问者的视角

摘要本研究调查了访问者对在线品牌社区（OBCs）的心理所有权如何影响他们对焦点品牌的参与。该方法基于心理所有权理论的假设，并提出了一个理论模型。从387名公司创建的OBC访问者收集的数据用于实证模型验证。数据分析显示，访客对社区的自我效能感、责任感、归属感和自我认同感会影响他们对焦点品牌的参与。访问者对品牌的参与进一步影响他们对品牌购买的意图。访客感知的多样性调节了心理所有权四个维度对品牌参与的影响。目前的研究开创了心理所有权理论在通过OBC理解访客品牌参与方面的应用，并描绘了不同的调节机制。研究结果为品牌建设提供了独特的理论和管理启示。

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 Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.