Add to ORKGOnline brand community refers to a specialized, non-geographically bound, online group of consumers, based on social communications and relationships among brand’s consumers. This study has four objectives; (a) testing the effects of online brand community by a sum of community markers, (b) testing the effects of online brand community on value creation practices and brand loyalty, (c) testing the mediating effects of community loyalty in a relationship between value creation practices and brand loyalty, and (d) testing the effects of consumers\u27 motivation for participation on online brand community. A survey-based empirical study was conducted. Data were collected, using Amazon Mechanical Turk, from members of online brand communities. ...
The competitive virtual environment generates opportunities for organizations to secure ever-lasting...
The increasing popularity of the Internet has provided people with greater opportunities to simplify...
Today, organizations require additional efforts to develop new streams of revenue as competition is ...
In today’s competitive markets, companies are increasingly using online brand communities as marketi...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
There have been few studies regarding online community, particularly that of brands, despite increa...
As the clout of social networking is growing, brand managers are exploring diversified marketing str...
[[abstract]]As the Internet population in Taiwan continues to increase, popularization of smart mobi...
Social media based brand communities are communities initiated on the platform of social media. In t...
This study aims to investigate the interrelationships among value creation process, brand love, bran...
Advancement in information technologies has created change in our economics as well as in our societ...
This study examines value creation practices affect customers’ participation in online brand communi...
With the emergence of online communities, the role of online communities in establishing brand equit...
Executive summary The purpose of the research is to understand how brand loyalty is created within o...
Brand commitment studies had gained considerable attention in today’s marketing practices. Sustainin...
The competitive virtual environment generates opportunities for organizations to secure ever-lasting...
The increasing popularity of the Internet has provided people with greater opportunities to simplify...
Today, organizations require additional efforts to develop new streams of revenue as competition is ...
In today’s competitive markets, companies are increasingly using online brand communities as marketi...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
There have been few studies regarding online community, particularly that of brands, despite increa...
As the clout of social networking is growing, brand managers are exploring diversified marketing str...
[[abstract]]As the Internet population in Taiwan continues to increase, popularization of smart mobi...
Social media based brand communities are communities initiated on the platform of social media. In t...
This study aims to investigate the interrelationships among value creation process, brand love, bran...
Advancement in information technologies has created change in our economics as well as in our societ...
This study examines value creation practices affect customers’ participation in online brand communi...
With the emergence of online communities, the role of online communities in establishing brand equit...
Executive summary The purpose of the research is to understand how brand loyalty is created within o...
Brand commitment studies had gained considerable attention in today’s marketing practices. Sustainin...
The competitive virtual environment generates opportunities for organizations to secure ever-lasting...
The increasing popularity of the Internet has provided people with greater opportunities to simplify...
Today, organizations require additional efforts to develop new streams of revenue as competition is ...