Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: a two-stage approach

Purpose - A research model is proposed to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs).
Design/methodology/approach - A survey based on the research model is used to collect empirical data from 260 and 200 members of online pro-brand communities (OBCs) and online anti-brand communities (OABCs) respectively. A two-stage approach employing fuzzy-set qualitative comparative analysis (fsQCA) and artificial neural network (ANN) is firstly applied to uncover new observations.
Findings - Moral identity and positive brand emotion are the two most influential factors driving both online pro-brand and anti-brand CCBs. A higher level of internalisation might be required to exhibit online anti-brand CCB as opposed to online pro-brand CCB. This contradicts the current understanding that anti-brand behaviours are less morally restricted given the virtuality and anonymity of online communities. OABC members may need to better justify themselves internally to overcome positive brand emotion when exercising anti-brand action. Also, brand identification, brand dis-identification and brand emotion would be used to identify two types of OABC members.
Research limitations/implications - The effect of motives other than pro-social remains unclear on online pro-brand and anti-brand CCBs.
Originality/value - This is the first paper to develop two new dimensions which provide a more complete definition of CCB. Also, some new observations are uncovered by comparing the effect of different key determinants on online pro-brand CCB against that of online anti-brand CCB. Our research model can be used to define and improve member (or brand) engagement which would enhance the management of OBCs and OABCs.