Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand? [PDF]
, 2020 This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks.
Ilenia Confente, Wioleta Kucharska
openalex +2 more sources
The analysis of dynamic emotional contagion in online brand community. [PDF]
Front Psychol, 2022 Liu D, Zhang S, Li Q.
europepmc +3 more sources
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
doaj +1 more source
The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour
Malaysian Management Journal, 2020 In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa.
Hasnizam Shaari, Intan Shafinaz Ahmad
doaj +1 more source
The influence of customer interaction in virtual brand community on brand loyalty
, 2023 Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions ...
Adzharuddin, Nor Azura, Xiaomeng, Li
core +1 more source
Is the use of influencer marketing and brand community effective for enhancing awareness of a new brand? [PDF]
Innovative MarketingInfluencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a ...
Asnan Furinto +3 more
doaj +1 more source
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
core +1 more source
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
doaj +1 more source
Facebook Brand Communities and Social Capital [PDF]
Athens Journal of Mass Media and Communications, 2017 This study examines the role of social media-based marketing in generating social capital by analyzing wall posts and comments on Facebook pages of a for-profit social enterprise (TOMS) and a conventional for-profit company (Sperry Top-Sider).
Hyunjin Seo +2 more
doaj +1 more source
Journal Communication Spectrum, 2018 This study is researching mountaineers’ community regarding community’s brand loyalty. With 112 samples from four mountain climbing communities in Great Jakarta, this survey measures the variables effect of Brand Relationship Quality, Community ...
Puti Rosdiana, M. Gunawan Alif
doaj +1 more source