CRIS Current Research Information System
IRIS è la soluzione IT che facilita la raccolta e la gestione dei dati relativi alle attività e ai prodotti della ricerca. Fornisce a ricercatori, amministratori e valutatori gli strumenti per monitorare i risultati della ricerca, aumentarne la visibilità e allocare in modo efficace le risorse disponibili.
EnglishWe 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.
| Titolo: | DOES SIZE MATTER? AN EXAMINATION OF SMALL AND LARGE WEB BASED BRAND COMMUNITIES |
| Autore/i: | CAPPIELLO, GIUSEPPE; SCARPI, DANIELE |
| Autore/i Unibo: | |
| Anno: | 2009 |
| Titolo del libro: | atti del convegno |
| Pagina iniziale: | 32 |
| Pagina finale: | 40 |
| 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. |
| Data prodotto definitivo in UGOV: | 28-feb-2009 |
| Data stato definitivo: | 3-nov-2016 |
| Appare nelle tipologie: | 4.01 Contributo in Atti di convegno |
File in questo prodotto:
Copyright © 2021