Results 231 to 240 of about 9,937 (263)
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Green brand extension strategy and online communities
Journal of Systems and Information Technology, 2009PurposeThe purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non‐green) brands for products with high vs low perceived environmental impact.Design/methodology/approachThe paper analyses responses to ...
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Exploring the Similarities of Influencers in Online Brand Communities
Proceedings of the 7th 2016 International Conference on Social Media & Society - SMSociety '16, 2016Recent advances in technology have changed the way people use Internet. Customers use online platforms to socialize with friends and family, interact with new people and to gather latest information from all around the world. People coming together in online platforms give rise to virtual communities. In this paper we highlight the importance of online
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The role of sense of community in brand online social networking
International Journal of Web Based Communities, 2018This study is designed to examine the role of a sense of community in brand online social networking (BOSN). In particular, this study explores the sense of community model from community psychology in the context of social media marketing (e.g., Facebook), and several antecedents are examined.
Jewon Lyu, Heejin Lim
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Journal of International Consumer Marketing, 2010
ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures.
Vivek Madupu, Delonia O. Cooley
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ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures.
Vivek Madupu, Delonia O. Cooley
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Customer brand engagement behavior in online brand communities
Journal of Services Marketing, 2017Purpose This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement. Design/methodology/approach Respondents came from firm-managed online smartphone brand communities in South Korea and the USA ...
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Brand and Customer Loyalty in Online Brand Communities
2022Wilson Ozuem, Michelle Willis
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The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities
Journal of Internet Commerce, 2021Changiz Valmohammadi +2 more
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Disengagement toward brand-based online communities: The role of culture
Journal of Global Marketing, 2023Amit Shankar, Aman Kumar
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