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Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities [PDF]
Journal of Business Research, 2020 In the past two decades there has been a growth in the rate at which consumers join, companies use, and researchers study brand communities. Given the expansion of brand communities, scholars insistently analyze why individuals join and stay in them.
Giuseppe Pedeliento +2 more
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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 mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is ...
Lu Weijian, Han Yu, Chen Shiyu
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How Do Different Types of Community Commitment Influence Brand Commitment? The Mediation of Brand Attachment [PDF]
Cyberpsychology, Behavior, and Social Networking, 2013 Abstract Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment.
Ning Zhang +3 more
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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. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences
Shaari, Hasnizam, Ahmad, Intan Shafinaz
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The Effect of Communication on Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior: An Abstract [PDF]
, 2017 Because employees are important for building and maintaining brand-customer relationships, managing employee behavior in applying internal brand management (IBM) becomes a critical success factor in brand management. As communication is one of the most powerful tools of organizations to inform employees about the brand, to build affective attachment ...
Rico Piehler +2 more
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Organizations and Markets in Emerging Economies, 2019 The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self ...
Časas, Ramūnas +2 more
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Advances in Decision Sciences, 2023 Purpose: The study aims to investigate the role of different brand communication types on customer commitment and the impact of perceived fit on the bond between brand communication and brand trust in the context of China's international schools. This work offers profound insights into brand trust and communication strategies for brand decision-makers ...
Xiuqun Chen +3 more
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International Research Journal of Business StudiesIn green start-up business competition, the main challenge lies in focusing on social and environmental impacts. The purpose of this study is to describe the impact of Social Media Brand Community (SMBC) on Customer-Based Brand Equity (CBBE) mediated by Brand-Community Commitment.
Pepey Riawati Kurnia +2 more
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