TY - JOUR
T1 - The dark side of group heterogeneity on a brand-based online community
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
N1 - Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.
PY - 2023
Y1 - 2023
N2 - Online brand community (OBC) refers to a group of consumers who share similar enthusiasm for a particular brand and connected through online platforms. The members of OBC community engage jointly through online platforms to accomplish a collective objective or goal. Normally members of this community express similar sentiments, views, or commitments. Extant literature has nurtured issues such as the influence of OBCs on firms, the dysfunction that invites conflicts and rivalry, homogeneity that helps OBCs to develop shared responsibility, among others. However, there is limited study on the dark side of group heterogeneity on a brand-based online community. Using literature and theories, a theoretical model was developed, which was subsequently validated using the PLS-SEM technique to analyze responses from 348 respondents who were members of online brand communities, mainly of the FMCG and automobile sectors. This study finds that there is a significant negative moderating impact of group heterogeneity on OBC. This study has provided several theoretical and managerial implications to brand community literature and has contributed that brand-based online community commitment could impact brand trust and loyalty along with purchase intention, though such impacts are adversely affected by group heterogeneity culture.
AB - Online brand community (OBC) refers to a group of consumers who share similar enthusiasm for a particular brand and connected through online platforms. The members of OBC community engage jointly through online platforms to accomplish a collective objective or goal. Normally members of this community express similar sentiments, views, or commitments. Extant literature has nurtured issues such as the influence of OBCs on firms, the dysfunction that invites conflicts and rivalry, homogeneity that helps OBCs to develop shared responsibility, among others. However, there is limited study on the dark side of group heterogeneity on a brand-based online community. Using literature and theories, a theoretical model was developed, which was subsequently validated using the PLS-SEM technique to analyze responses from 348 respondents who were members of online brand communities, mainly of the FMCG and automobile sectors. This study finds that there is a significant negative moderating impact of group heterogeneity on OBC. This study has provided several theoretical and managerial implications to brand community literature and has contributed that brand-based online community commitment could impact brand trust and loyalty along with purchase intention, though such impacts are adversely affected by group heterogeneity culture.
KW - brand loyalty
KW - brand trust
KW - Dark side
KW - group heterogeneity
KW - online brand community
KW - purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85149297724&partnerID=8YFLogxK
U2 - 10.1080/08911762.2023.2182248
DO - 10.1080/08911762.2023.2182248
M3 - Article
AN - SCOPUS:85149297724
SN - 0891-1762
JO - Journal of Global Marketing
JF - Journal of Global Marketing
ER -