Results 221 to 230 of about 9,937 (263)

Determinants of Brand Loyalty in Online Brand Communities

Proceedings of the 5th Multidisciplinary International Social Networks Conference, 2018
With prosperity of online brand communities in the Internet generation, it's important for brands to manage their own online community to strengthen competitive advantage. Certainly, how to operate online brand community in a sustainable way becomes an essential issue for brands.
Kai Wang 0038, Yu-Jen Chen, Hsiang-Chun Pan   +2 more
openaire   +1 more source

Creating customer loyalty in online brand communities

Computers in Human Behavior, 2020
Abstract Online social networking sites (SNSs) has become one of the most popular activities for people accessing the Internet. In this regard, many Businesses create their online brand communities in order to build further relationship with their customers.
Fei-Fei Cheng, Chin-Shan Wu, Yi-Chieh Chen   +2 more
openaire   +1 more source

Online Communication of Brand Personality

Journal of General Management, 2009
Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that business schools communicate and whether they differ in ...
Robert Ankomah Opoku, Albert Caruana, Leyland Pitt, Pierre Berthon, Asa Wahlstrom, Deon Nel   +5 more
openaire   +1 more source

Building online brand communities

Journal of Vacation Marketing, 2012
The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities.
Hede, Anne-Marie, Kellett, Pamm
openaire   +2 more sources

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
openaire   +1 more source

The Effect of Online Communication on Corporate Brand Image

International Journal of Online Marketing, 2012
This study assists Higher Education Institutions to gain a better understanding of the online communication strategies that influence students in developing a brand image of their universities. First, the concept of online communication strategies in HE was defined and supported by the literature review.
Nagwa El Gazzar, Maha Mourad
openaire   +1 more source

Materiality of Online Brand Community

2016
The bourgeoning interest in brand communities (O’Guinn and Muniz 2009; Piller et al. 2005; Schau et al. 2009; Thomas et al. 2011; Veloutsou and Moutinho 2009) has been given a new impetus with the emergence of OBCs (Bagozzi and Dholakia 2002; Ganley and Lampe 2009; Morandin et al. 2013).
Laurence Dessart, Cleopatra Veloutsou, Anna Morgan-Thomas   +2 more
openaire   +1 more source

The Effect of Brand Communication Style on Brand Engagement in Online Brand-Based Communities

2016
Social media, and specifically brand-based online communities, have revolutionized consumer-brand interactions. For the first time ever, the brand itself can converse with consumers. Hence a key question emerges: how should brands communicate with their fans in these communities?
Anaïs Gretry, Csilla Horváth, Allard van Riel   +2 more
openaire   +1 more source

Online Sport Brand Communities

2015
Organizations have reached the point where they need to change their strategies in order to create value with customers. This is the modern marketing logic. It has mainly come about because consumers have been empowered to exert influence on companies. In this chapter we argue that a different perspective about consumer care has emerged through social ...
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Pre-Moderation in Online Brand Communities *

Firms operating online brand communities (OBCs) face a key tension: aligning user contributions with brand values without slowing the flow of fresh, engaging content. This study offers one of the first empirical examinations of how pre-moderation-moderating content before publication-affects user behavior. Leveraging a natural experiment in a large OBC
openaire   +3 more sources