Why Consumers Join Brand Communities Online

In addition to peer recommendations, brands are playing an increasing role in consumers' purchasing decisions. The degree of connectedness between a consumer and a brand may be determined by how well consumers are integrated into brand communities. The Journal of Brand Management published a study conducted by the University of Castilla-La Mancha that investigated the influence of community integration on brand identification. The study shows how brand identification influences satisfaction, loyalty and word-of-mouth communications. It also confirmed the influence of brand community integration on consumer satisfaction and brand identification. The investigation measured the following variables in the analysis:

• Brand community integration
• Brand identification
• Satisfaction
• Loyalty
• Word-of-mouth

Nearly 33 percent of consumers join a brand community online to receive a coupon, discount or product trial, and almost as many join to learn more about a brand. About 30 percent join to get advanced news about products or to receive free content and support a cause. About 26 percent join to share appreciation with others or to associate with something they think is "cool." A little over 25 percent join to have fun or enter a competition. Additional findings include the effect of brand identification on consumer loyalty and word-of-mouth recommendations.

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