The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation
| Date | 17 October 2024 |
| Pages | 815-827 |
| DOI | https://doi.org/10.1108/JPBM-12-2023-4888 |
| Published date | 17 October 2024 |
| Author | Putri Dini Azizi,Arnold Japutra,Luis Arango,Joohee Kim |
The dark side of brand community: the role of
brand identification, community identification,
brand passion and shopping motivation
Putri Dini Azizi
Department of Management, Universitas Indonesia, Depok, Indonesia
Arnold Japutra
Department of Marketing, Business School, The University of Western Australia, Perth, Australia and
Department of Management, Universitas Indonesia, Depok, Indonesia
Luis Arango
Department of Marketing, Business School, The University of Queensland, Saint Lucia, Australia, and
Joohee Kim
Department of Marketing, Business School, The University of Western Australia, Perth, Australia
Abstract
Purpose –This paper aims to investigate whether consumers’identification with a brand community makes them more likely to engage in
compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience obsessivepassion for brands they identify
with if they are also part of brand communities, which, in turn, makes them more likely to engage in compuls ive buying behavior.
Design/methodology/approach –An online survey (n¼533) among members of the Adorable Representative M.C. for Youth (ARMY) Bangtan
Boys (BTS) brand community was conducted. A partial least squares approach was employed to test the validity and reliability of the measurement
model as well as to assess the structural equation model.
Findings –Results show that brand identification affects harmonious and obsessive passion and that both relationships are moderated by brand
community identification. Harmonious passion, in turn, has a positive effect on impulsive buying, whereas obsessi ve passion has a positive effect on
both impulsive and obsessive-compulsive buying. Furthermore, consumer hedonic motivations moderate the relationship between (i) harmonious
passion and impulsive buying and (ii) obsessive passion and obsessive-compulsive buying.
Originality/value –To the best of the authors’knowledge, this work is the first to examine the potential negative impacts brand communityidentification
has on compulsive buying behavior. Besides contributing to research on the negative aspects of bra nd community identification, by employing a model that
distinguishes between two types of passion and compulsive buying, the study provides clarification on relationships suggested by prior studies.
Keywords Brand community identification, Brand passion, Compulsive buying, Shopping motivation
Paper type Research paper
Introduction
Research on phenomena such as brand attachment, brand
engagement and brand community identification has attracted
growing attention from scholars. This is partly due to recent
findings indicating that these branding elements not only lead to
positive outcomes (e.g. loyalty: Hollebeek and Chen, 2014;Hung
and Lu, 2018;Japutra et al., 2018;Kaur et al., 2020)butalso,less
intuitively, have negative dimensions. Brand attachment, for
example, can result in trash-talking (Japutra et al., 2022)–the
practice of discrediting rival brands (and, potentially, also its
users: Rafferty and Vander Ven, 2014)–and brand engagement
may take on a negative valence too –for instance, foster
expressions of anger when consumers perceive a failure to meet
the promised service standards (Hollebeek and Chen, 2014).
This work focuses on brand community identification, which
is a process of self-enhancement through association with a brand
community (Kaur et al.,2020;Tajfel and Turner, 1979)–
defined, in turn, as a group of brand admirers characterized by
structured social relationships among its members (Muniz and
O’Guinn, 2001,p.412).Brandcommunityidentification proves
beneficial for brands by bolstering loyalty, commitment,
satisfaction and engagement (Chakraborty and Biswal, 2024;
Kaur et al., 2020;Liao et al.,2021;Lin et al.,2024;Sethi et al.,
2024), and motivating consumers to engage in desirable
behaviors such as positive word-of-mouth (Paruthiet al.,2022).
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
33/7 (2024) 815–827
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-12-2023-4888]
The authors would like to thank the Editors and anonymous reviewers for
their valuable insights during the review process.
Received 16 December 2023
Revised 15 March 2024
16 May 2024
27 May 2024
Accepted 27 May 2024
815
Get this document and AI-powered insights with a free trial of vLex and Vincent AI
Get Started for FreeStart Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your 3-day Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting