Development of a brand community engagement model: a service-dominant logic perspective

Purpose The purpose of this paper is to develop a model that examines motives as antecedents and consequences of brand community engagement (BCE) based on the recent service-dominant (S-D) logic framework, which considers the many actors involved in creating and consuming value in the context of brand communities (BCs). Design/methodology/approach Data were collected used an online survey and analyzed used partial least squares structural equation modeling. Findings The relationships and their significance were examined using S-D logic. The results indicate that motives of information, self-discovery, status enhancement and entertainment were positively and significantly related to BCE, except social integration. BCE was significantly related to relationship quality (RQ) and customer satisfaction (CS). Finally, CS had a significant positive impact on RQ. Originality/value The contribution stems from the incorporation of the recent iteration of S-D logic as a theoretical framework into the BC model and the assessment of the relationships in the structural model.