Brand Community Members as a Source of Innovation

Brand community members have a strong interest in the product and in the brand. They usually have extensive product knowledge and engage in product‐related discussions; they support each other in solving problems and generating new product ideas. Therefore, brand communities can be a valuable source of innovation. So far, little is known about the member's ability and willingness to participate in a company's innovation process. How does passion for the brand, affiliation to the brand community, and trust in the brand affect the willingness to engage in a company's innovation process? What is the effect of brand passion on brand knowledge and on domain‐specific skills, which are considered important…