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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 … gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand … loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand …

Persistent link: https://www.econbiz.de/10012116718

Antecedents to customer engagement : moderating role of media richness of brand pages

Gosain, Aditi; Srivastava, Mukta; Gupta, Deepanvita - In: Theoretical economics letters 9 (2019) 7, pp. 2550-2565

Persistent link: https://www.econbiz.de/10012213908

Modelling the impact of activity in brand communities on loyalty

Ansari, Azarnoush; Riasi, Arash - In: International journal of internet marketing and … 14 (2020) 1, pp. 1-18

Persistent link: https://www.econbiz.de/10012199983

Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry

Khian Sin Ong; Bang, Nguyen; Sharifah Faridah Syed Alwi - In: The international journal of bank marketing : IJBM 35 (2017) 3, pp. 370-390

Persistent link: https://www.econbiz.de/10011731393

Negative word of mouth can be a positive for consumers connected to the brand

Wilson, Andrew E.; Giebelhausen, Michael D.; Brady, … - In: Journal of the Academy of Marketing Science 45 (2017) 4, pp. 534-547

Persistent link: https://www.econbiz.de/10011737468

Brand network communities : leveraging brand relationships within the supply-chain

Hawkins, Matthew A. - In: The journal of brand management : an international journal 24 (2017) 6, pp. 516-521

Persistent link: https://www.econbiz.de/10011771415

Should anthropomorphized brands engage customers? : the impact of social crowding on brand preferences

Puzakova, Marina; Kwak, Hyokjin - In: Journal of marketing 81 (2017) 6, pp. 99-115

Persistent link: https://www.econbiz.de/10011776899

When perceived ability to influence plays a role : brand co-creation in Web 2.0

Kennedy, Eric; Guzman, Francisco - In: The journal of product & brand management 26 (2017) 4, pp. 342-350

Persistent link: https://www.econbiz.de/10011777351

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

Getting to know you : social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C. - In: Journal of retailing and consumer services 47 (2019), pp. 57-65

Persistent link: https://www.econbiz.de/10011995447