TY - GEN
T1 - Model of Brand Community Identification on Brand Loyalty in a Human Brand’s Community: A Study of BTS ARMY on Weverse
AU - Rizka, Witha Shofani
AU - Setyowardhani, Hapsari
PY - 2023/9/29
Y1 - 2023/9/29
N2 - This study identified the antecedents of brand community identification based on the uses and gratification theory while examining the relationship between brand community identification and brand loyalty. Structural equation modeling was used to test the theoretical framework based on an online survey of 315 BTS brand community members (ARMY) in Indonesia. The analytical results revealed that perceived human value and brand-related value led people to identify with a brand community, while information value did not. Furthermore, brand community identification could also explain attitudinal, behavioral, and oppositional loyalty although it scored low on oppositional loyalty due to the existence of multi-group fans in the fandom.
AB - This study identified the antecedents of brand community identification based on the uses and gratification theory while examining the relationship between brand community identification and brand loyalty. Structural equation modeling was used to test the theoretical framework based on an online survey of 315 BTS brand community members (ARMY) in Indonesia. The analytical results revealed that perceived human value and brand-related value led people to identify with a brand community, while information value did not. Furthermore, brand community identification could also explain attitudinal, behavioral, and oppositional loyalty although it scored low on oppositional loyalty due to the existence of multi-group fans in the fandom.
KW - Brand community
KW - brand community identification
KW - brand loyalty
KW - uses and gratification theory
UR - https://www.atlantis-press.com/doi/10.2991/978-94-6463-234-7_92
U2 - 10.2991/978-94-6463-234-7_92
DO - 10.2991/978-94-6463-234-7_92
M3 - Conference contribution
T3 - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
SP - 891
EP - 900
BT - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
ER -