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.
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 |