Add to ORKGThis study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry
This study was designed to explore the phenomenon of social commerce marketing in relation to consum...
As social media provide companies with opportunities to create touch-points by enabling consumers to...
The paper focuses on consumer-brand relationships, and attempts to identify what relational benefits...
This study extends the concept of brand communities. The netnography approach has been applied to tw...
[[abstract]]This study investigates the interaction between online interpersonal relationships, comm...
Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e.,...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
Brands can often be highly capable of linking individuals to one another. Many brand admirers feel a...
We have investigated the dynamics of how consumer make relationship with brand (non-human entities) ...
The smartphone industry is borne out of rapid technological innovation that strives to keep up with ...
The aim of this research was to investigate how to manage digital consumer relationships (i.e. Custo...
This paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in ...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
Consumers who have used Apple-branded smartphones have greater probability that they will continue ...
In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultiv...
This study was designed to explore the phenomenon of social commerce marketing in relation to consum...
As social media provide companies with opportunities to create touch-points by enabling consumers to...
The paper focuses on consumer-brand relationships, and attempts to identify what relational benefits...
This study extends the concept of brand communities. The netnography approach has been applied to tw...
[[abstract]]This study investigates the interaction between online interpersonal relationships, comm...
Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e.,...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
Brands can often be highly capable of linking individuals to one another. Many brand admirers feel a...
We have investigated the dynamics of how consumer make relationship with brand (non-human entities) ...
The smartphone industry is borne out of rapid technological innovation that strives to keep up with ...
The aim of this research was to investigate how to manage digital consumer relationships (i.e. Custo...
This paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in ...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
Consumers who have used Apple-branded smartphones have greater probability that they will continue ...
In the academic research of branding, the construct of customer-based brand equity (CBBE) was cultiv...
This study was designed to explore the phenomenon of social commerce marketing in relation to consum...
As social media provide companies with opportunities to create touch-points by enabling consumers to...
The paper focuses on consumer-brand relationships, and attempts to identify what relational benefits...