Developing Brand Relationship Quality through Online Brand Communities [PDF]
Pakistan Journal of Commerce and Social Sciences, 2017 Managers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer
Zoia Khan (Corresponding author)
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Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
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Love Is Blind! Exploring the Impact of Brand Love on eWOM in Chinese Hospitality Industry
Frontiers in Psychology, 2022 The rising penetration and value of online information reviews in the hospitality industry have been extensively examined. People are increasingly interacting on interactive online media, prompting firms to create online communities to share electronic ...
Muhammad Bilal +4 more
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Online brand community and consumer brand trust: Analysis from Czech millennials
Cogent Business & Management, 2022 To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However,
John Amoah +3 more
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Creating and managing participative brand communities: the roles members perform [PDF]
, 2020 The success of brand communities as social structures that facilitate the co-creation of brands depends on the nature of their members' participation. Existing research provides limited insights into the roles brand community members perform. In response,
Cleopatra Veloutsou +3 more
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Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example [PDF]
E3S Web of Conferences, 2021 The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the ...
Li Hongwei
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Role of social networks websites in improvement of customer relationship and brand [PDF]
مدیریت بازرگانی, 2016 Brand has been considered as one of the most important intangible assets of organizations. Development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results ...
Taher Roshandel Arbatani
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The impact of brand communication on brand equity through Facebook [PDF]
, 2015 Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D +5 more
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Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences [PDF]
, 2019 Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs).
Palau-Saumell, Ramon +2 more
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The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these ...
Masoud Simkhah, Elaheh Mohamadkhani
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