Purpose: The international marketing field has witnessed many studies related to “country of origin” (COO) effects or the “made in” concept over the past few decades. Yet COO research is deeply rooted in the so-called “production-related” approach, which mainly accounts for...

Purpose: A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive conceptual framework to investigate how and why such...

Purpose – The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s...

Purpose – This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and...

This study extends brand community research by proposing and testing a model of user participation in brand communities. The authors conceptualize three levels of antecedents of brand community participation (individual, relationship, and group) based on qualitative results and an extensive...

Purpose – The purpose of this paper is to develop a conceptual model of how technology‐enabled virtual experiences contribute to community members' online trust and engagement through inducing their community identification. It also seeks to examine two types of social influence in the...