Results 211 to 220 of about 7,675 (242)

Brand Loyalty Intention among Members of a Virtual Brand Community: The Dual Role of Commitment

Recherche Et Applications En Marketing, 2011
As the use of social media continues to grow, it is important to understand the effect of consumer participation in communities organized around brands on the relationship between the former and the brands concerned. This research examines, through a quantitative study of 1,605 members of a virtual community dedicated to the Nikon brand, the effect of
Karine Raies, Marie-Laure Gavard-Perret   +1 more
exaly   +4 more sources

The relationships among community experience, community commitment, brand attitude, and purchase intention in social media

International Journal of Information Management, 2019
Abstract The brand community built by social networking sites (SNSs) promotes efficiency in modern marketing. However, building consumer-brand relationships through an SNS brand community to improve marketing performance has always presented a challenge. Thus, this study aims to identify and test the main factors related to SNS brand communities that
Cheol Park
exaly   +2 more sources

It takes a marketplace community to raise brand commitment: the role of online communities

Journal of Marketing Management, 2008
Companies are increasingly using online communities to create value for the firm and their customers. To date, evidence regarding the effectiveness of online communities as a marketing tool has been primarily anecdotal. Yet, industry practice suggests that online communities add value in several ways by: 1) building brand awareness and image, 2 ...
Jae Wook Kim
exaly   +2 more sources

The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty

International Journal of Electronic Commerce, 2008
The 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
Heehyoung Jang, Lorne Olfman, Ilsang Ko, Joon Koh, Kyungtae Kim   +4 more
openaire   +1 more source

Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective

Marketing Intelligence & Planning, 2023
PurposeThe purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.Design/methodology/approachData are collected from 410 smartphone ...
Fortune Edem Amenuvor, Frank Akasreku, Kobby A. Mensah   +2 more
openaire   +1 more source

How online brand community participation strengthens brand trust and commitment

Proceedings of the 18th Annual International Conference on Electronic Commerce e-Commerce in Smart connected World - ICEC '16, 2016
Advancements in information technology have shaped the way customers and organizations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for faster interactions, it has not thoroughly examined the ...
Marios Pournaris, Habin Lee
openaire   +1 more source

Building Brand Commitment in Virtual Brand Communities

2014
In the context of consumer-brand relationship, brand commitment plays a considerable role in the formation and maintenance of a successful long-term relation between consumers and brands. A recent addition to the brand relationship-building literature is the work on virtual brand communities (VBCs) and the customer attachment that such a community may ...
Sahar Mousavi, Margaret Bruce, Kathy Keeling   +2 more
openaire   +1 more source

The Effect of Utilization Motivation and Commitment regarding Brand Community on Brand Fanship

The e-Business Studies, 2016
As recently increased penetration of internet and smart phones, various brand communities are appearing. The brand communities are being used as a means of corporate marketing to introduce product and service contents, and many consumers have been using them.
openaire   +1 more source

The impact of small business B2B virtual community commitment on brand loyalty

International Journal of Business and Systems Research, 2010
In effort to focus research attention on emerging business-to-business (B2B) virtual communities (VCs), we review and extend business-to-consumer (B2C) literature, resource-advantage theory and relationship marketing to describe how community-hosting organisations build brand loyalty in B2B markets. We explain how functional usefulness, system quality,
Lakisha L. Simmons, Russell W. Clayton
openaire   +1 more source

Brand loyalty in enterprise microblogs

Information Technology & People, 2015
Purpose– With the prevailing microblogging phenomenon, many marketers have created their microblog accounts to promote products, advertise brands, and attract consumers. The purpose of this paper is to examine the effects of consumers’ community commitment, information technology (IT) habit, and participation on their brand loyalty in the context of ...
Hong Zhang, Kem Z. K. Zhang, Matthew K. O. Lee, Feng Feng   +3 more
openaire   +1 more source