Impact of online brand community participation on corporate reputation: case study of Cossy Rules furniture

Author

Chimwanja, Regina F.

Title

Impact of online brand community participation on corporate reputation: case study of Cossy Rules furniture

Abstract

The study explored the impact of online brand community participation on corporate reputation, and it took consideration the consumer’s perspective. The study sought to understand how consumers involved in online brand communities' discussions affected corporate reputation, online brand community was the dependant variable while corporate reputation was the dependant variable. The research design of the study was a causal research, target population was 1200 and a sample size of 300 consumers in Waverley Kadoma was selected. Systematic sampling was used to select the participants of the study. A questionnaire was used in collecting data, using a scales adapted from Baldus (2015) for online brand community and using a scale from Walsh and Beatty (2007) for corporate reputation. The data was analysed using SPSS-AMOS version 27, and the results obtained were presented in form of a table. The hypothesis results obtained from the study were that there is a relationship between online brand resonance and corporate reputation as the p value was. 006.Online brand enthusiasm had a p value of .149, and online brand impact had a p value of .470 and these are not significant as they are above 0.05.

Date

June 2024

Publisher

BUSE

Keywords

Online brand

Community participation

Cossy Rules Furniture

Corporate reputation

Waverley (Kadoma)

Systematic sampling

Supervisor

Dr. Dube.