Model of Brand Community Identification on Brand Loyalty in a Human Brand’s Community: A Study of BTS ARMY on Weverse

DOI

10.2991/978-94-6463-234-7_92How to use a DOI?

Keywords

Brand community; brand community identification; brand loyalty; uses and gratification theory

Abstract

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Witha Shofani Rizka
AU  - Hapsari Setyowardhani
PY  - 2023
DA  - 2023/09/29
TI  - Model of Brand Community Identification on Brand Loyalty in a Human Brand’s Community: A Study of BTS ARMY on Weverse
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 891
EP  - 900
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_92
DO  - 10.2991/978-94-6463-234-7_92
ID  - Rizka2023
ER  -