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Journal of Brand Management

, Volume 25, Issue 4, pp 277–292 | Cite as

Antecedents and consequences of participation in brand communities: a literature review

  • Margurite Hook
  • Stacey Baxter
  • Alicia Kulczynski
Original Article

Abstract

With hundreds of articles dedicated to investigating brand communities, there is now a need to consolidate the literature. This review addresses the need to reconcile the findings of brand community participation literature through undertaking a literature review. Over 1900 articles were examined, 41 in detail. Findings reveal that three forms of brand community participation have been studied: offline, online, and social-media-based, each uncovering the antecedents and consequences of brand community participation. Antecedents were grouped into five categories (self-related, social-related, information-related, entertainment-related and technology-related) and consequences into three categories (brand-related, brand community-related, and social-related). From the review, several future research directions are uncovered, including 16 specific research questions. By scrutinising the vast literature on brand community participation, and presenting multiple avenues for future research, this review presents findings useful for academics and practitioners alike.

Keywords

Brand community participation Literature review Online brand communities Offline brand communities Social-media-based brand communities 

Notes

Compliance with ethical standards

Conflict of interest

On behalf of all authors, the corresponding author states that there is no conflict of interest.

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© Macmillan Publishers Ltd., part of Springer Nature 2017

Authors and Affiliations

  1. 1.Newcastle Business SchoolUniversity of Newcastle City CampusNewcastleAustralia

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