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 the effects of online brand community on value creation practices and brand loyalty, (c) testing the mediating effects of community loyalty in a relationship between value creation practices and brand loyalty, and (d) testing the effects of consumers’ motivation for participation on online brand community. A survey-based empirical study was conducted. Data were collected, using Amazon Mechanical Turk, from members of online brand communities. Data were analyzed through structural equations modeling using AMOS 20.

Name thesis:degree_name

Doctor of Philosophy (PhD)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Consumer Science

Year

2016

Author dc:creator

• Ha, Yongsoo

Contributors dc:contributor

• Richard Feinberg
• Christopher Kowal
• James Anderson
• Stewart Alexander

• Brand Loyalty
• Community Loyalty
• Online Brand Community

Repository record dc:identifier

https://docs.lib.purdue.edu/open_access_dissertations/1385

OAI identifier oai:identifier

oai:docs.lib.purdue.edu:open_access_dissertations-2601