Understanding the consumers’ multi-competing brand community engagement: A mix method approach [PDF]
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 +2 more sources
Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective [PDF]
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 +2 more sources
Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience [PDF]
Frontiers in Psychology, 2023 IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated.
Ying Jiang +3 more
doaj +2 more sources
The effect of brand community on brand characteristics [PDF]
مدیریت بازرگانی, 2014 The current research aims to examine the effect of brand community on brand characteristics.The model of this research has been formed with using variables including brand community identification, brand community commitment, brand identification, brand ...
Akram Eghbali +2 more
doaj +2 more sources
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
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
doaj +1 more source
THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY
Journal Communication Spectrum, 2022 Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy.
Ananda Fortunisa, Riska Dwinda Elsyah
doaj +1 more source
Relationship between brand trust and positive electronic word-of-mouth intention
Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2023 This study examines the effects of brand trust and Online Brand Community (OBC) trust on repeat purchase intention and positive Electronic Word-Of-Mouth intention (eWOM). A sample of 502 consumers was surveyed.
Phan Tấn Lực
doaj +1 more source
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
doaj +1 more source
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