Factors Influencing Normative Community Pressure in Brand Community: A Study of Young Entrepreneur Community of Bank Mandiri
1) Lindiawati; 2) Indrianawati Usman; 3) Sri Wahyuni Astuti

1) (STIE Perbanas Surabaya;
Doctorate Student in Management of Airlangga University)

2) Airlangga University
3) Airlangga University

Abstract

Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two conditions with different perspective hold different purposes. For the companies, brand community is considered an effective marketing strategy which is expected to achieve customer brand engagement. Anyhow, often companies focus more on the purposes of the brand community, but do not realize the policies, rules, or traditions firstly created as norms in order to lead the way the community members perceive and act. Often norms become pressures for the brand community members causing them are reluctant to engage the brand. This study develops a model of normative community pressure that is affected by both brand community identification and inter-member relationship quality, that is previously affected by brand relationship quality. The empirical analysis derives primary data of young entrepreneurship community created by one of the big five banks in Indonesia quantitatively analyzed using Structural Equation Modeling. The result helps explain the effective brand community

Keywords: Brand Community, Normative Community Pressure, Brand Engagement, relationship quality, Bank

Topic: Marketing Management