Virtual World, Real Engagement: Building Brand Attachment Via Hosted Brand Community Online Events

Michael Ewer, Roberta Veale, Pascale Quester

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Citations (Scopus)


Creating positive brand experiences by interacting with consumers through hosted events in brand-based communities should enhance brand attachment. The important commercial benefits of consumer brand attachment include positive word of mouth (WOM), attitudinal and behavioural loyalty and a greater willingness to pay a premium price (WTPPP). Typically community brand events have purposely excluded marketers’ brand involvement activities (e.g. consumer driven communities on line or in a face-to-face context). Others have taken the form of sponsorship where direct interaction with brand representatives is extremely limited, scripted or non-existent. This research extends the literature related to stimulating brand attachment by investigating brand led community events and unscripted consumer interaction with each other and brands’ representatives.

Original languageEnglish
Title of host publicationLooking Forward, Looking Back
Subtitle of host publicationDrawing on the Past to Shape the Future of Marketing
EditorsColin Campbell, Junzhao Jonathon Ma
Place of PublicationCham, Heidelberg, New York, Dordrecht, London
PublisherSpringer Nature
Number of pages4
ISBN (Electronic)9783319241845
ISBN (Print)9783319241821
Publication statusPublished - 2016
Externally publishedYes
Event2013 Academy of Marketing Science: 16th Biennial World Marketing Congress - Monash University, Melbourne, Australia
Duration: 17 Jul 201319 Jul 2013

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


Conference2013 Academy of Marketing Science


  • Behavioural Loyalty
  • Brand Community
  • Brand Manager
  • Community Member
  • Live Streaming


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