Results 241 to 250 of about 6,333,160 (270)

Relationships Among Community Interaction Characteristics, Perceived Benefits, Community Commitment, and Oppositional Brand Loyalty in Online Brand Communities

International Journal of Information Management, 2013
Abstract To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community ...
Ying-Feng Kuo
exaly   +2 more sources

Trust and Commitment Within a Virtual Brand Community: The Mediating Role of Brand Relationship Quality

Information and Management, 2018
Abstract This study seeks to clarify the antecedents and consequences of trust and commitment within the brand fan page context on Facebook, examining a sample of 210 respondents using structural equation modeling. The results highlight the positive effect of economic and hedonic benefits on trust and commitment within the brand fan page.
Houcine Akrout, Gàbor Nagy
exaly   +3 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 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   +3 more sources

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
exaly   +2 more sources

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

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

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   +2 more sources

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