Relationship Dissolution of On-line Brand Community Users
نویسندگان
چکیده
منابع مشابه
Relationship between Characteristics of Virtual Brand Community and Brand Attachment for Nokia BBS Users
Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relatio...
متن کاملThe roles of brand community and community engagement in building brand trust on social media
Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...
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 کاملDevelopment of Brand Community in Iranian New Sport Teams
Background. Through years of spectator interaction, historical moments, heroic performances, and the creation of traditions or rituals, these established teams are excellent examples of brand communities. For newly introduced teams, these elements are likely to be in short supply and many of them struggle to build a community around their sport team. Objectives. This study explored brand co...
متن کاملInteraction Mechanism and Strategy of Brand Relationship and Brand Extension
As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dyn...
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: The Journal of the Korea Contents Association
سال: 2010
ISSN: 1598-4877
DOI: 10.5392/jkca.2010.10.12.352