Are Facebook brand community members truly loyal to the brand?
نویسندگان
چکیده
منابع مشابه
Are Facebook Brand Community Members Really Loyal to the Brand?
Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase int...
متن کاملAre Loyal Store Brand Users Less Store Loyal?
Do store brands help differentiate a store to attract store loyal consumers? Or do they attract price sensitive cherry pickers who are not store loyal? To answer these questions empirically, the authors construct appropriate metrics of store brand loyalty and store loyalty, that do not impose mathematical relationships between the two variables—a problem with recent works in this area. Using da...
متن کاملMerger profitability in industries with brand portfolios and loyal customers
We study the equilibrium effects of mergers between firms with brand portfolios and brand loyal customers for pricing and profitability. We find that the "merger paradox" (Salant, Switzer and Reynolds 1983) is absent in these markets. The acquisition of brand portfolios can be profit enhancing for the merging firms and payoff neutral for the firms not involved in the merger. This may explain th...
متن کاملUsability Testing of a Facebook Brand Page
Social networks, as a part of Web 2.0 technology, provide the technological platform for users to connect, produce and share content online. Availability of user generated content is encouraging companies to fully engage with their customers in order to enhance and enrich social media users’ experiences. However, the usage of the social media platforms differs from the more traditional forms of...
متن کاملThe effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Computers in Human Behavior
سال: 2015
ISSN: 0747-5632
DOI: 10.1016/j.chb.2015.05.031