Results 251 to 260 of about 13,517,069 (286)

The role of sense of community in brand online social networking

International Journal of Web Based Communities, 2018
This 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
openaire   +2 more sources

Cross-Cultural Differences in Online Brand Communities: An Exploratory Study of Indian and American Online Brand Communities

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
openaire   +1 more source

Online Brand Communities

2022
Carlos Flavián, Miguel Guinalíu
openaire   +1 more source

Customer brand engagement behavior in online brand communities

Journal of Services Marketing, 2017
Purpose 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 ...
openaire   +1 more source

Brand and Customer Loyalty in Online Brand Communities

2022
Wilson Ozuem, Michelle Willis
openaire   +1 more source

Introducing Online Brand Communities

2022
Wilson Ozuem, Michelle Willis
openaire   +1 more source

The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Journal of Internet Commerce, 2021
Changiz Valmohammadi, Roghayeh Taraz, Rasoul Mehdikhani   +2 more
openaire   +1 more source

B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY

Global marketing conference proceeding, 2016
Wolfgang Fritz, Benjamin Wille-Baumkauff
openaire   +1 more source

Brand loyalty creation within online brand communities

2011
The 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
openaire   +1 more source

Role of Customer Perceived Brand Ethicality in Inducing Engagement in Online Brand Communities

Journal of Retailing and Consumer Services, 2023
Vikrant Kaushal, Vikas Kumar
exaly