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Trust, loyalty, and engagement are key objectives for a brand. These elements can result from other brand attributes, such as identification, and can also catalyze other positive outcomes for brands; for instance, advocacy and positive eWOM intention. Therefore, this research aims to examine the relationship among Social Identity (SI), Brand Community Identification (BCI), and positive eWOM intention on social media. To better understand the mechanisms underlying this relationship, the roles of Brand Loyalty, Brand Trust, and Brand Engagement are examined. Data collected from 400 students in a higher education institution in an emerging country are analyzed using confirmatory factor analysis and Structural Equation Modeling (SEM). The confirmatory analysis confirms the factorial structure of the instrument and the model. However, the Structural Model shows no significant evidence of a direct relationship between BCI and eWOM. These findings imply that BCI affects eWOM intention only when this relationship is mediated by Brand Loyalty and Brand Community Engagement.
| Código institucional | PROD-2026-1734 |
| Idioma | EN |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Gestión de Proyectos y Transformación Organizacional |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales · Economía y negocios |
| URI Minerva | https://sgi.redsummaeducation.education/minerva/item/1655 |
Néstor Fabián Díaz Huertas, José Armando Deaza Ávila, Suelen Emilia Castiblanco Moreno, Campo Elías López Rodríguez (2026). Brand Community Identification as an emotional bond to promote positive eWOM intention in Higher Education. https://sgi.redsummaeducation.education/minerva/item/1655
@article{NstorFabinDazHuertas2026,
title = {Brand Community Identification as an emotional bond to promote positive eWOM intention in Higher Education},
author = {Néstor Fabián Díaz Huertas and José Armando Deaza Ávila and Suelen Emilia Castiblanco Moreno and Campo Elías López Rodríguez},
year = {2026},
url = {https://sgi.redsummaeducation.education/minerva/item/1655}
}