Results 1 to 10 of about 15,953 (152)
How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital [PDF]
Journal of Theoretical and Applied Electronic Commerce Research, 2021 Although online communities with a supportive climate encourage members to participate and exchange their information openly and freely, participants may perceive the community to be unsafe without proper control.
Ning Zhang +3 more
doaj +4 more sources
Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand? [PDF]
Journal of Brand Management, 2020 AbstractThis study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance.
Ilenia Confente +2 more
exaly +3 more sources
Augmenting brand community identification for inactive users: a uses and gratification perspective [PDF]
Journal of Research in Interactive Marketing, 2021 Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for ...
Laurence Dessart, Cleopatra Veloutsou
exaly +2 more sources
Consumer Confidence, Identification, and a Brand Attitude according to the On-line Brand Community Type [PDF]
The Journal of the Korea Contents Association, 2009 With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type.
Kyung-Min Kim, Kyung-Hee Kim
exaly +2 more sources
Indonesian Interdisciplinary Journal of Sharia EconomicsThis study aims to determine the role of Customer Brand Engagement in mediating the effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty.
Firda Alvi Damayanti +3 more
doaj +2 more sources
Journal of Business and Behavioural Entrepreneurship, 2019 Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty.
DAVID AMANI
doaj +4 more sources
Factors Affecting Brand Identification and Loyalty in Online Community
American Journal of Industrial and Business Management, 2013 This study explores the factors of online community characteristics which affect customer loyalty through the mediate effects of brand identification. By employing online questionnaire survey, hundreds of observations were collected from online brand communities in Taiwan for hypothetical model test.
exaly +3 more sources
Generation Y consumers’ perceived brand personality of South African retail banks [PDF]
Banks and Bank Systems, 2021 Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to ...
Marko van Deventer +1 more
doaj +1 more source
Engaging consumers via online brand communities to achieve brand love and positive recommendations [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and ...
Mandakini Paruthi +4 more
doaj +1 more source
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