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Brand loyalty creation within online brand communities
2011The purpose of the research is to understand how brand loyalty is created within online brand communities. Additionally, a comparison of the brand loyalty creation process between company-initiated and consumer-initiated online brand community is undertaken.
Dubois, Théophile, Westerhausen, Uwe
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Brand Resonance Behavior among Online Brand Community
2017Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their ...
Shaari, Hasnizam, Ahmad, Intan Shafinaz
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Role of Customer Perceived Brand Ethicality in Inducing Engagement in Online Brand Communities
Journal of Retailing and Consumer Services, 2023Vikrant Kaushal, Vikas Kumar
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Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty
Journal of Global Marketing, 2023Rajeev Gupta +4 more
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Consumer Engagement in Online Brand Communities: A Social Media Perspective
Journal of Product and Brand Management, 2015Cleopatra Veloutsou +2 more
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Online Brand Community Engagement: Scale Development and Validation
Journal of Business Research, 2015Roger Calantone +2 more
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