An empirical investigation into the behavioural aspects of OBC participation for the brand using the commitment-trust theory of relationship marketing

Abstract

Advancements in information technology have shaped the way customers and organisations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for quicker and more intimate interactions, it has not thoroughly examined the procedure through which participation in such OBCs affects the major constructs of relationship marketing. Drawing from the commitment-trust theory and its central concepts of brand trust and brand commitment, this thesis utilizes this theory in a brand community and in an online context. Using probability sampling and a self-administered questionnaire, this study employs a deductive logic to investigate if higher levels of commitment and identification with an OBC translate to increased attachment, identification, trust and commitment toward the brand that the OBC supports. Furthermore, it demonstrates that this OBC-generated commitment is significant to brand managers since it enhances brand equity in terms of positive Word-Of-Mouth, customers’ propensity to pay a price premium and oppositional brand loyalty. Similarly, this thesis underlines the importance of understanding the process through which an OBC member gradually develops strong emotional ties with the OBC, as a result of continuous interaction with other OBC members.