Results 11 to 20 of about 12,092,268 (289)
The brand personalities of brand communities: an analysis of online communication
Online Information Review, 2017 Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication ...
Jeannette Paschen +4 more
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Journal of Promotion Management, 2015 The study explores how brand communities are structured and operate in the context of Korean Automobile Online Brand Communities (KAOBCs). The content analysis method was used to examine the characteristics of KAOBCs and identify the typology of the communities. The most popular search engine of South Korea, naver.com, was used to select sample KAOBCs.
Park, Jae Hee, Mcmillan, Sally
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Brand Loyalty and Online Brand Communities
International Journal of Online Marketing, 2016 This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands.
Katherine Barnet, Sharmila Pixy Ferris
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A transition process from information systems acceptance to infusion behaviour in online brand communities: A socialization process perspective [PDF]
, 2012 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Social media such as Facebook, Youtube, Twitter, and online communities plays an important role for knowledge production and diffusion as well as ...
Lim, Jaehoon
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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
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Corporate impression formation in online communities - determinants and consequences of online community corporate impressions [PDF]
, 2013 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The purpose of this study is to gain in-depth knowledge of how the members of online communities form impressions of organisations that use online ...
Hallier Willi, Christine
core +6 more sources
Consumer Engagement in an Online Brand Community [PDF]
, 2020 This chapter aims to explore consumer engagement in an online brand community. Consumer engagement includes cognitive, affective, and behavioral dimensions. This qualitative research focuses on the Finnish online forum called Brick Builders. This community is fully fan-based without any company involvement and it includes different age groups and both ...
Kurikko, Hanna, Tuominen, Pekka
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Online store brand experience impacting on online brand trust and online repurchase intention: The moderating role of online brand attachment [PDF]
, 2020 The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two
Panditharathna, R. +2 more
core +1 more source
Trust and loyalty in online brand communities [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.
Rafael Anaya-Sánchez +3 more
doaj +1 more source
Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example [PDF]
E3S Web of Conferences, 2021 The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the ...
Li Hongwei
doaj +1 more source