Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: A two-stage approach

T. C. Wong, Mohamed Yacine Haddoud, Y. K. Kwok, Hongwei He

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs). Design/methodology/approach: A survey based on the research model is used to collect empirical data from 260 and 200 members of online pro-brand communities (OBCs) and online anti-brand communities (OABCs), respectively. A two-stage approach employing fuzzy-set qualitative comparative analysis and artificial neural network (ANN) is first applied to uncover new observations. Findings: Moral identity and positive brand emotion (BE) are the two most influential factors driving both online pro-brand and anti-brand CCBs. A higher level of internalisation might be required to exhibit online anti-brand CCB as opposed to online pro-brand CCB. This contradicts the current understanding that anti-brand behaviours are less morally restricted given the virtuality and anonymity of online communities. OABC members may need to better justify themselves internally to overcome positive BE when exercising anti-brand action. Also, brand identification, brand dis-identification and BE would be used to identify two types of OABC members. Research limitations/implications: The effect of motives other than pro-social remains unclear on online pro-brand and anti-brand CCBs. Originality/value: This is the first paper to develop two new dimensions which provide a more complete definition of CCB. Also, some new observations are uncovered by comparing the effect of different key determinants on online pro-brand CCB against that of online anti-brand CCB. The research model can be used to define and improve member (or brand) engagement which would enhance the management of OBCs and OABCs.

Original languageEnglish
Pages (from-to)850-872
Number of pages23
JournalIndustrial Management and Data Systems
Volume118
Issue number4
DOIs
Publication statusPublished - 2018

Keywords

  • Artificial neural network
  • Community citizenship behaviour
  • Fuzzy-set qualitative comparative analysis
  • Online community participation
  • Social identity theory
  • Social support

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