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Creating Brand Loyalty Through online Communities

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Recently, the online industry has increasing significantly, this allows people to have a continuous access to all the information they need. Brand loyalty has proved to be a crucial matter in the marketing field. Marketers are seeking different and innovative ways to retain and maintain a sustainable positive relationship with the customer. Thus, they are seeking ways to keep them from switching to another brand. the purpose of this study is creating brand loyalty through online community. in order to analyze the purpose, it is necessary to investigate factors such as community satisfaction, information quality and interaction toward online community commitment, the relationship between online community commitment to brand loyalty, and purchase intention and word of mouth as the results of brand loyalty. This investigation is done by using SPSS and AMOS. the result showed that community satisfaction, information quality, and interaction of members have strong correlation to online community commitment which can create brand loyalty and results purchase intention and word of mouth. as a summary, it could be said that brand loyalty can be created through brand community.

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Availability

B01651

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1651

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Social media
IBA
Brand community
Brand loyalty

Specific Detail Info

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Statement of Responsibility

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Other version/related

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