Results 231 to 240 of about 3,795,535 (284)
Going viral: How social and personal motivations drive emotional engagement and consumer online brand-related activities. [PDF]
PLoS OneDinh TCT, Lee Y.
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Telematics and Informatics, 2020
Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Mandakini Paruthi +2 more
exaly +2 more sources
Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Mandakini Paruthi +2 more
exaly +2 more sources
The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty
International Journal of Electronic Commerce, 2008The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty-in particular, how the hosting type of an on-line brand community affects the relationships between characteristics and community commitment. A survey of 250 respondents
Joon Koh, Lorne Olfman
exaly +2 more sources
Brand communities: loyal to the community or the brand?
European Journal of Marketing, 2013Purpose The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand‐owner, and thereby close a gap in the literature to date.
MARZOCCHI, GIAN LUCA +2 more
openaire +2 more sources
Journal of Consumer Research, 2001
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
openaire +1 more source
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
openaire +1 more source
The brand personalities of brand communities: an analysis of online communication
Online Information Review, 2017Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication ...
Jeannette Paschen +4 more
openaire +2 more sources