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
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Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders [PDF]
Technology Innovation Management Review, 2012 Online communities are becoming “places” of belonging, information, and emotional support that people cannot do without. These social groups have a real existence for their participants, and thus have consequential effects on many aspects of behaviour ...
Pekka Tuominen, Hanna Kurikko
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Acta PsychologicaUser participation in value co-creation is a crucial guarantee for the successful operation of online brand communities. Based on the Cognition-Affect-Conation (C-A-C) theoretical framework, this study constructs a theoretical model of the influencing ...
Chengyi Le +3 more
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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
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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
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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
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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
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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
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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
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Perceived Security and Trust Transfer in Social Media Based Brand Communities (SMBBCs) According to the Role of Customer Engagement [PDF]
مطالعات رسانههای نوین, 2021 Social Media Based Brand Communities (SMBBCs) have created a potential tool for development of brand communication in companies, but it is worth noting that the increasing interest in the use of social media and networks has created both opportunities ...
hossein norouzi +2 more
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