Virtual Brand Community Participation and the Impact on Brand Loyalty: A Conceptual Model

摘要：

This paper takes the increasingly popular virtual brand community as the research object, and proposes a conceptual framework of virtual brand community participation and its impact on brand loyalty. This paper thinks that there are three antecedents (brand information sharing, brand experience, brand community identification) of consumers’ participation in virtual brand community, and there are two mediators (online trust, network interpersonal interaction) in the process of participation. Moreover, after participation in virtual brand community, customers will further produce behavioral loyalty and attitudinal loyalty to brand.

关键词： virtualbrandcommunity brandcommunity communityparticipation brandloyalty

作者: Bao Lin Su Ming Hou Bin

作者单位: School of ManagementXuzhou Normal UniversityXuzhou Jiangsu, 221009, Chin School of Economics and ManagementHenan Institute of Science and TechnologyXinxiang Henan, 453003, C Social Science department Xuzhou Air Force College Xuzhou Jiangsu, 221000, China

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）