Unveiling heterogeneous engagement-based loyalty in brand communities

Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from mem…