Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 6 of 6 for “"Online Brand Community"”.
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Effects of Online Brand Community on Value Creation Practices and Brand Loyalty: Mediating Effects of Community Loyalty
Online brand community refers to a specialized, non-geographically bound, online group of consumers, based on social communications and relationships among brand’s consumers. This study has four objectives; (a) testing the effects of online brand community by a sum of community markers, (b) testing …
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Outdoor sports brands’ strategies for building Instagram brand community
… in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within …
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Customer engagement : conceptualisation, measurement and validation
Understanding the dynamics of focal customer/brand relationships has gained the interest of both scholars and marketers in the last three decades. Particularly, identifying the means of building enduring relationships with customers has been a popular research stream. In recent years, the concept …
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The role of consumer participation and engagement in influencing loyalty and word-of-mouth: user generated brand communities
… and word-of-mouth through a user generated brand community on Facebook by collecting evidence from both quantitative and qualitative studies. A quantitative study is adopted to test the engagement dimension and its relationships with other constructs, such as participation, loyalty, and …
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Customer Engagement and Value Co-Creation for Hospitality Open Innovation
… this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed …
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Reason and reaction: The dual route of decision making process on social media usage: The case of hospitality brand fan pages
… of numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and draw consumer attention.</p> …