Online brand community has become an important channel for consumers to exchange knowledge about products. However, because of the lack of explicit incentive mechanisms, users may withhold their effort in knowledge contribution. Although the underlying mechanism about why users contribute their knowledge has been well studied, the factors determining the knowledge withholding behavior are rarel...

The Internet has favored the growth of collaborative platforms where marketers and consumers interact to develop more engaging products and services. These platforms are usually centered in a specific brand/product and their members are linked by a shared admiration to that brand. This paper analyzes one of the most powerful online collaborative platforms, the free software (FS) case, which inv...

Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted recent studies, as benefit facilitators. This study addresses importance these their interaction effect on loyalty fast-moving goods (FMCG) category. The results quantitative show that FMCG, SMBC is driven by information searching, passion, feelings community c...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

Since the end of 1999 there has been a brand new WSRT standing in the community of Hooghalen, The Netherlands. Although the Upgrade of the Westerbork Synthesis Radio Telescope is not totally completed, major parts of all the envisioned state-of-the-art systems have been installed and are operating. This Newsletter is designed to let the national and international astronomy community know about ...