Elevating long term financial performance: Why not with brand communities? A focus on OK Zimbabwe

Abstract

Long term financial performance is arguably a function of effective brand awareness, commitment, trust, and loyalty. The purpose of this study was to investigate the influence of brand communities on long term financial performance for the period 2019 to 2021. The study was guided by a pragmatism philosophy and a mixed methodology paradigm was adopted. A convergence parallel design was employed to collect data. For quantitative data, systematic sampling method was used to select sample participants from the population for a sample size determined using the Taro Yamani model and to which a statistical questionnaire was administered. Quantitative data was presented in the form of frequency tables and analyzed using descriptive statistics. Qualitative data was collected from purposively selected participants and were thematically analyzed. The study found that brand loyalty, built from brand awareness, brand commitment and brand trust increases financial strength in the retail sector on a longer term, thus the study concludes that effective brand communities result in long term financial performance. The study recommends that retail outlets operate online brand communities to serve the interests and needs of community members.