Brand loyalty enables higher future purchase intention, higher intensity of positive word of mouth, lower price sensibility and also a generally more stable income. These loyalty behaviours are the result of the belief that the value received from one brand/business is greater than the one available from the alternatives. Obviously, satisfaction is at the foundation of such beliefs.
Interestingly, it has been shown that an active participation in virtual brand communities can result in higher levels of consumers’ loyalty to the brand. These communities help brands better understand the needs and desires of people but also, the members of these communities may favourably influence other consumers by spreading a positive word of mouth about the brand.
Studies have shown that consumer trust and loyalty may be fostered by increasing consumer participation in virtual brand communities. As many brands invest in brand communities and brand ambassadors programs, understanding the specific strategies that lead not only to higher and more frequent participation, but additionally support brand trust and brand loyalty, is therefore crucial for any brand marketer.
Research has shown that the key element that increases customer engagement in the communities is the sense of ownership and impact that the customer feels over their loved brand. The more they are able to ‘advise’ their brand on what they should do and the more they are listened to, the higher and deeper their engagement. This is why co-creation strategies have historically worked so well for many brands, with one of the earliest examples of the Lego Ideas platform still going strong.
So, what are your brand community strategies? What works for your community?
Author: Alice Micheletti