Abstract
As the clout of social networking is growing, brand managers are exploring diversified marketing strategies and consumer attitudes. The current study reveals the impact of value creation practices and brand loyalty in online brand communities based on perceived benefits enjoyed by consumers. Based on quantitative research approach, a sample of 308 respondents were collected to investigate relationships among online brand community participation, value creation practices and brand loyalty. The results highlighted hedonic, learning, self-esteem and social benefits as antecedents for online brand community participation. Moreover, value creation practices are derived as essential factor for enhancing brand loyalty among online community members. The finding exhibited valuable insights about developing corporate strategies to achieve customer intimacy for long-term relationship. Managerial implications are explained by identifying value-creation practices as a mechanism for enhancing consumer engagement and relationship management.
Keywords
- Brand Community Search this journal for Brand Community (opens in a new tab)
- Brand Loyalty Search this journal for Brand Loyalty (opens in a new tab)
- Online Brand Community Search this journal for Online Brand Community (opens in a new tab)
- Perceived Benefits Search this journal for Perceived Benefits (opens in a new tab)
- Value Creation Search this journal for Value Creation (opens in a new tab)
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Copyright (c) 2015 Rizwan Shabbir, Jing Zhang, Chatchai Pitsaphol, Waseem Hassan (Author)
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Keywords
- Brand Community Search this journal for Brand Community (opens in a new tab)
- Brand Loyalty Search this journal for Brand Loyalty (opens in a new tab)
- Online Brand Community Search this journal for Online Brand Community (opens in a new tab)
- Perceived Benefits Search this journal for Perceived Benefits (opens in a new tab)
- Value Creation Search this journal for Value Creation (opens in a new tab)
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Vol. 7 No. 1 (2015)
Trade Finance, Brand Communities & Agribusiness
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