THE INFLUENCE OF BRAND COMMUNITY IDENTIFICATION AND REWARD ON BRAND LOYALTY: EXAMINING THE MEDIATING EFFECT OF CONSUMERS BRAND ENGAGEMENT IN VIRTUAL BRAND COMMUNITIES

Abstract

In the contemporary era of digital technology, brands apply novel strategies to convey concepts proficiently and interact with customers while also endeavoring to acquire valuable insights into their experiences. The current study assists brand managers in formulating unique strategies and methodologies to sustain their customer base and business operations, differentiate themselves from rivals, and improve their performance. Online platforms enable innovative approaches to consumer engagement. To achieve this objective, a theoretical framework has been established that leverages online media to investigate brand community identification and reward, aiming to foster brand loyalty. The present study aimed to examine the mediating role of brand engagement in the association between brand community identification, reward, and brand loyalty. The statistical software packages SPSS and Smart PLS were employed to analyze the data. This evaluation utilized a sample size of 180 participants. The study's results indicate a noteworthy correlation between consumer brand engagement and loyalty. Moreover, it has been observed that brand community identification exerts a divergent impact on brand loyalty, albeit fostering a positive association with consumer brand engagement. Furthermore, the reward additionally exerts a significant effect on brand engagement, and increased involvement helps to attain brand loyalty. Finally, this study is helpful for the brand managers to enhance their scope by integrating brand-related components to gain a deeper comprehension of customer behavior.