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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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Enhancing participation intentions in online brand communities
Marketing Intelligence and Planning, 2022Vikas Kumar
exaly
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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Firm-hosted online brand communities and new product success
Journal of the Academy of Marketing Science, 2013Richard L Gruner +2 more
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It takes a marketplace community to raise brand commitment: the role of online communities
Journal of Marketing Management, 2008Jae Wook Kim
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Consumer engagement in online brand communities: a social media perspective
Journal of Product and Brand Management, 2015Laurence Dessart +2 more
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Consumer engagement in online brand communities: a solicitation of congruity theory
Internet Research, 2018Jamid Ul Islam +2 more
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