Search results for "Brand loyalty"

showing 3 items of 33 documents

The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word‐of‐mouth advertising

2011

PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper intro…

business.industryWord of mouthAdvertisingOrganizational commitmentLibrary and Information SciencesCustomer relationship managementComputer Science ApplicationsBrand loyaltyBrand communityCustomer satisfactionbusinessPsychologyConsumer behaviourVirtual communityInformation SystemsOnline Information Review
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Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment

2016

The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…

business.industrymedia_common.quotation_subjectBrand awareness05 social sciencesGeography Planning and DevelopmentAdvertisingContext (language use)Organizational commitmentBrand loyaltyBrand managementTourism Leisure and Hospitality Management0502 economics and businessLoyaltycustomer-based brand equity ; brand awareness ; brand image ; perceived quality ; brand trust ; affective brand commitment ; behavioural loyalty ; attitudinal loyalty ; impact-asymmetry assessment050211 marketingBrand equityMarketingPsychologybusiness050212 sport leisure & tourismTourismmedia_commonCurrent Issues in Tourism
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Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content

2023

The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. S…

meta-analysisMarketingbränditasiakassuhdesocial mediameta-analyysisosiaalinen mediaasiakasuskollisuusBusiness and International Managementdigitaalinen markkinointibrand loyaltyJournal of Interactive Marketing
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