کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1025721 1483210 2013 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری سیستم های اطلاعات مدیریت (MIS)
پیش نمایش صفحه اول مقاله
Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities
چکیده انگلیسی


• Interactive characteristics of brand community make members perceive many benefits.
• Brand community activity is most influential on perceived benefits of members.
• Hedonic, social, and learning benefits positively affect community commitments.
• Community commitments positively affect oppositional brand loyalty.

To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commitment and oppositional brand loyalty. This study examined members of online automobile communities in Taiwan, and obtained a total of 283 valid samples. The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable. Furthermore, hedonic, social, and learning benefits are the main factors to form community commitments. When members have community commitments, they will form oppositional brand loyalty to other rival brands. Based on the analytical results, this study provides suggestions to enterprises regarding online brand community operations.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Information Management - Volume 33, Issue 6, December 2013, Pages 948–962
نویسندگان
, ,