We investigate the relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand word-of-mouth and community WOM for online brand communities, through a structural equation model. We address the role of community size comparing small and large web-based communities. Findings highlight that small communities operate differently from larger ones and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in WOM for the community more than in WOM for the brand. Managerial implications are addressed.

G. Cappiello, D. Scarpi (2009). DOES SIZE MATTER? AN EXAMINATION OF SMALL AND LARGE WEB BASED BRAND COMMUNITIES. NANTES : emac.

DOES SIZE MATTER? AN EXAMINATION OF SMALL AND LARGE WEB BASED BRAND COMMUNITIES

CAPPIELLO, GIUSEPPE;SCARPI, DANIELE
2009

Abstract

We investigate the relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand word-of-mouth and community WOM for online brand communities, through a structural equation model. We address the role of community size comparing small and large web-based communities. Findings highlight that small communities operate differently from larger ones and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in WOM for the community more than in WOM for the brand. Managerial implications are addressed.
2009
atti del convegno
32
40
G. Cappiello, D. Scarpi (2009). DOES SIZE MATTER? AN EXAMINATION OF SMALL AND LARGE WEB BASED BRAND COMMUNITIES. NANTES : emac.
G. Cappiello; D. Scarpi
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/74992
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