Hauke Wetzel - Academia.edu (original) (raw)
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Papers by Hauke Wetzel
Journal of Service Management , 2017
The proliferation of online brand communities has shifted control over brands from firms to consu... more The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, this research addresses the effectiveness of appeals commonly employed in practice (normative and utilitarian appeals) for enhancing engagement intensity and, in turn, brand equity. The authors find that marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics.
Journal of Service Management , 2017
The proliferation of online brand communities has shifted control over brands from firms to consu... more The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, this research addresses the effectiveness of appeals commonly employed in practice (normative and utilitarian appeals) for enhancing engagement intensity and, in turn, brand equity. The authors find that marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics.