Title: The Effects of Value Dimensions on Sense of Community,Loyalty and Brand Related Behavior Intentions in Virtual Brand Community
Abstract: Brand community has become an important concept in marketing and it is attracting much attention from the academic and the business fields.The purpose of this study is to examine the relations among five value dimensions,sense of community,loyalty and brand related behavior intentions.The results show that information value,social value and amusement value of virtual brand community have a significant influence both on sense of community and loyalty.Financial value has a significant influence on loyalty but not as much on sense of community.Image value is not important for sense of community and loyalty in virtual community.It also shows that the members have loyalty to community,and incline to protect their brand and oppose competitive brand when they conceive sense of community enough.
Publication Year: 2007
Publication Date: 2007-01-01
Language: en
Type: article
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Cited By Count: 8
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