Managing brands and customer engagement in online brand communities [PDF]
Journal of Service Management, 2013 PurposeGiven the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives.Design/methodology/approachThe study ...
Anouk Den Ambtman +2 more
exaly +3 more sources
Effects of online brand communities on millennials' brand loyalty in the fashion industry
Psychology and Marketing, 2021 AbstractOnline brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood differently by people who participate in online ...
Wilson Ozuem +2 more
exaly +4 more sources
The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
doaj +1 more source
Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
doaj +1 more source
The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
openaire +4 more sources
The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty
Jurnal Manajemen Teori dan Terapan, 2023 Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of
Dien Mardhiyah +4 more
doaj +1 more source
Love Is Blind! Exploring the Impact of Brand Love on eWOM in Chinese Hospitality Industry
Frontiers in Psychology, 2022 The rising penetration and value of online information reviews in the hospitality industry have been extensively examined. People are increasingly interacting on interactive online media, prompting firms to create online communities to share electronic ...
Muhammad Bilal +4 more
doaj +1 more source
Online brand community and consumer brand trust: Analysis from Czech millennials
Cogent Business & Management, 2022 To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However,
John Amoah +3 more
doaj +1 more source
The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these ...
Masoud Simkhah, Elaheh Mohamadkhani
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