The Antecedents and Effects of Brand Community Identification on Brand Loyalty in a Human Brand^s Community
Witha Shofani Rizka, S.M. (a*), Hapsari Setyowardhani, S.E., M.M. (b)

a. School of Business and Economics, Universitas Indonesia, Salemba, Jakarta Pusat, 10430
witha.shofani[at]ui.ac.id
b. School of Business and Economics, Universitas Indonesia, Salemba, Jakarta Pusat, 10430

Abstract

To stand up for the brands they support, members of brand communities develop attitudinal and behavioral loyalty towards the brand they love, as well as ^oppositional brand loyalty^ towards other rival brands. This study identifies the antecedents of brand community identification based on the uses and gratification theory, while also 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 329 BTS^s brand community members (ARMY) in Indonesia. The analytical results reveal that perceived human, brand, and information value of the brand social media page (Weverse) lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Based on the analytical results, this study provides suggestions to the managers of human brands to develop values that can increase identification and loyalty towards the brand.

Keywords: Brand community, brand community identification, brand loyalty, human brand

Topic: Marketing Management