Do Product Characteristics Affect Customers’ Participation in Virtual Brand Communities? An Empirical Study [PDF]
Frontiers in Psychology, 2022 The virtual brand community has become an important marketing tool for companies. A successful brand community marketing strategy should attract a large number of consumers.
Zheng ShiYong +7 more
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Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective [PDF]
Frontiers in Psychology, 2022 The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is ...
Jin-Yuan Zhuo +3 more
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The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising [PDF]
مدیریت نوآوری و راهبردهای عملیاتی, 2022 Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members'
Yazdan Shirmohammadi, Jahan Rajabi
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Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment [PDF]
E3S Web of Conferences, 2021 The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its ...
Lu Weijian, Han Yu, Chen Shiyu
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Perceived Security and Trust Transfer in Social Media Based Brand Communities (SMBBCs) According to the Role of Customer Engagement [PDF]
مطالعات رسانههای نوین, 2021 Social Media Based Brand Communities (SMBBCs) have created a potential tool for development of brand communication in companies, but it is worth noting that the increasing interest in the use of social media and networks has created both opportunities ...
hossein norouzi +2 more
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The Moderating Role of Uncertainty Avoidance on Consumer Brand Engagement and Band Loyalty in Virtual Brand Communities [PDF]
E3S Web of Conferences, 2023 This study aims to investigate the role of consumer brand engagement (CBE) in virtual brand communities regarding loyalty attitudes and uncertainty avoidance. Data set of 750 responses was collected from the students of NTU who joined any brand community
Muhammad Ibrahim Shahid +3 more
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The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
doaj +1 more source
The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty
Jurnal Manajemen Teori dan Terapan, 2023 Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of
Dien Mardhiyah +4 more
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Understanding the consumers’ multi-competing brand community engagement: A mix method approach
Frontiers in Psychology, 2023 IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships.
Kai He +3 more
doaj +1 more source
Frontiers in Psychology, 2022 With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear ...
Zhounan Huangfu +5 more
doaj +1 more source