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Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship
Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268
Persistent link: https://www.econbiz.de/10011746768
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Consumer brand engagement in social networking sites and its effect on brand loyalty
Jayasingh, Sudarsan - In: Cogent business & management 6 (2019), pp. 1-22
determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …
Persistent link: https://www.econbiz.de/10012622473
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On the relationship between consumer-brand identification, brand community, and brand loyalty
Coelho, Pedro Simões; Rita, Paulo; Santos, Zélia Raposo - In: Journal of retailing and consumer services 43 (2018), pp. 101-110
Persistent link: https://www.econbiz.de/10011883168
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Understanding consumer engagement in online brand communities : an application of self-expansion theory
Sohail, M. Sadiq - In: Journal of marketing analytics : JMA 11 (2023) 1, pp. 69-81
Persistent link: https://www.econbiz.de/10014250038
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Fostering consumer-brand relationships through social media brand communities
Santos, Zélia Raposo; Coelho, Pedro Simões; Rita, Paulo - In: Journal of marketing communications 28 (2022) 7, pp. 768-798
Persistent link: https://www.econbiz.de/10013493043
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Social media marketing and brand loyalty among online shoppers in Anambra State, Nigeria : mediating effect of brand awareness
Ezenwafor, Ebuka Christian; Ayodele, Adeola A.; … - In: Journal of electronic commerce in organizations : the … 19 (2021) 3, pp. 16-27
Persistent link: https://www.econbiz.de/10012605350
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Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338
Persistent link: https://www.econbiz.de/10014390288
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Online brand community and its outcomes
Ha, Yongsoo - In: Journal of Asian finance, economics and business : JAFEB 5 (2018) 4, pp. 107-116
Persistent link: https://www.econbiz.de/10011963931
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The impact of social media on consumer-brand loyalty : a mediating role of online based-brand community
Jibril, Abdul Bashiru; Kwarteng, Michael Adu; … - In: Cogent business & management 6 (2019), pp. 1-19
This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...
Persistent link: https://www.econbiz.de/10012116718
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Antecedents of brand love in online network-based communities : a social identity perspective
Vernuccio, Maria; Pagani, Margherita; Barbarossa, Camilla; … - In: The journal of product & brand management 24 (2015) 7, pp. 706-719
Persistent link: https://www.econbiz.de/10011416930