Share This Article:

Factors Affecting Brand Identification and Loyalty in Online Community

Abstract Full-Text HTML Download Download as PDF (Size:262KB) PP. 674-680
DOI: 10.4236/ajibm.2013.38076    5,792 Downloads   9,486 Views   Citations
Author(s)    Leave a comment

ABSTRACT

This study explores the factors of online community characteristics which affect customer loyalty through the mediate effects of brand identification. By employing online questionnaire survey, hundreds of observations were collected from online brand communities in Taiwan for hypothetical model test. Research results show that brand loyalty is positively affected by stronger online brand identification which is enhanced by online community interactivity, satisfied customer relationship and platform quality. Based on the findings, this study suggests that online brand managers should focus on providing a rich interactive community environment for establishing satisfied customer relationship on a high quality platform to enhance brand identification thereby to earn customer’s brand loyalty.

 

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

C. Chou, "Factors Affecting Brand Identification and Loyalty in Online Community," American Journal of Industrial and Business Management, Vol. 3 No. 8, 2013, pp. 674-680. doi: 10.4236/ajibm.2013.38076.

References

[1] D. A. Aaker, “The Value of Brand Equity,” Journal of Business Strategy, Vol. 13, No. 4, 1992, pp. 27-32. http://dx.doi.org/10.1108/eb039503
[2] A. Muniz and T. C. O’Guinn, “Brand community,” Journal of Consumer Research, Vol. 27, No. 4, 2001, pp. 412-432. http://dx.doi.org/10.1086/319618
[3] H. Rheingold, “The Virtual Community: Homesteading on the Electronic Frontier,” Addison-Wesley, New York, 1993.
[4] A. Armstrong and J. Hagel, “The Real Value of Online Community,” Harvard Business Review, Vol. 74, No. 5, 1996, pp. 134-141.
[5] C. Romm, N. Plickin and R. Clarke, “Virtual Communities and Society: Toward an Integrative Three Phase Model,” International Journal of Information Management, Vol. 17, No. 4, 1997, pp. 261-270.
http://dx.doi.org/10.1016/S0268-4012(97)00004-2
[6] R. P. Bagozzi and U. M. Dholkia, “Open Source Software User Communities: A Study of Participation in Linux User Group,” Management Science, Vol. 52, No. 7, 2006, pp. 1099-1115.
http://dx.doi.org/10.1287/mnsc.1060.0545
[7] A. M. Chang, P. K. Kannan and A. B. Whinston, “Electronic Communities as Intermediaries: The Issues and Economics,” Proceeding of the 32nd Hawaii International Conference on System Sciences, Hawaii, 5-8 January 1999, pp. 1-10.
[8] F. T. Rothaermel and S. Sugiyamanb, “Virtual Internet Communities and Commercial Success: Individual and Community-Level Theory Grounded in the Atypical Case of Timezone.com,” Journal of Management, Vol. 27, No. 3, 2001, pp. 297-312.
[9] J. W. Kim, J. Choi, W. Qualls and K. Han, “It Take a Marketplace Community to Raise Brand Commitment: The Role of Online Communities,” Journal of Marketing Management, Vol. 24, No. 3-4, 2008, pp. 409-431.
http://dx.doi.org/10.1362/026725708X306167
[10] A. Muniz and H. J. Schau, “Religiosity in the Abandoned Apple Newton Brand Community,” Journal of Consumer Research, Vol. 31, No. 4, 2005, pp. 737-747.
http://dx.doi.org/10.1086/426607
[11] D. H. McKnight, V. Choudhury and C. Kacmar, “The Impact of Initial Consumer Trust on Intentions Transact with a Web Site: A Trust Building Mode,” The Journal of Strategic Information Systems, Vol. 11, No. 3, 2002, pp. 297-323. http://dx.doi.org/10.1016/S0963-8687(02)00020-3
[12] H. Jang, L. Olfman, I. Ko, J. Koh and K. Kim, “The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty,” International Journal of Electronic Commerce, Vol. 12, No. 3, 2008, pp. 57-80.
http://dx.doi.org/10.2753/JEC1086-4415120304
[13] L. L. Berry, “Relationship of Services: Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, pp. 236-245.
http://dx.doi.org/10.1177/009207039502300402
[14] J. Y. Lee and Y. G. Kim, “Community Characteristics Effect Customer Commitment and Loyalty in the Online Consumer Community,” Proceedings of the Korea Society of Management Information System Conference, Korea, 2005, pp. 841-848.
[15] S. Kuenzel and S. V. Halliday, “Investigating Antecedents and Consequences of Brand Identification,” Journal of Product & Brand Management, Vol. 17, No. 5, 1992, pp. 293-304.
http://dx.doi.org/10.1108/10610420810896059
[16] A. Smidts, A. Pruyn and C. B. M. van Riel, “The Impact of Employee Communication and Perceived External Prestige on Organizational Identification,” The Academy of Management Journal, Vol. 44, No. 5, 2001, pp. 1051-1062. http://dx.doi.org/10.2307/3069448
[17] D. Arnett, B. German and S. D. Hunt, “The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,” Journal of Marketing, Vol. 67, No. 2, 2003, pp. 89-105.
http://dx.doi.org/10.1509/jmkg.67.2.89.18614
[18] R. T. Watson, S. Akselsen and L. F. Pitt, “Attractors: Building Mountains in the Flat Landscape of the World Wide Web,” California Management Review, Vol. 40, No. 2, 1998, pp. 36-43. http://dx.doi.org/10.2307/41165932
[19] G. Burnett, “Information Exchange in Virtual Communities: A Typology,” Information Research, Vol. 5, No. 4, 2000. http://informationr.net/ir/5-4/paper82.html
[20] J. Deighton, “The Future of Interactive Marketing,” Harvard Business Review, Vol. 74, No. 11, 1996, pp. 151-161.
[21] M. L. Kent, “Does Your Website Attract or repel Customers?” Public Relations Quarterly, Vol. 43, No. 4, 1998, pp. 31-33.
[22] T. Cooley, “Interactive Communication-Public Relations on the Web,” Public Relations Quarterly, Vol. 43, No. 2, 1999, pp. 41.
[23] E. K. R. E. Huizingh, “The Content and Design of Web Sites: An Empirical Study,” Information & Management, Vol. 37, No. 3, 2000, pp. 123-134.
http://dx.doi.org/10.1016/S0378-7206(99)00044-0
[24] W. H. Delone and E. R. Mclean, “Information Systems Success: The Quest for the Dependent Variable,” Information System Research, Vol. 3, No. 1, 1992, pp. 60-95.
http://dx.doi.org/10.1287/isre.3.1.60
[25] T. Sakaguchi and M. N. Frolick, “A Review of the Data Warehousing Literature,” Journal of Data Warehousing, Vol. 2, No. 1, 1997, pp. 34-54.
[26] R. Y. Wang and D. M. Strong, “Beyond Accuracy: What Data Quality Means to Data Consumers,” Journal of Management Information Systems, Vol. 12, No. 4, 1996, pp. 5-34.
[27] C. Liu and K. P. Arnett, “Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,” Information & Management, Vol. 38, No. 1, 2000, pp. 22-34. http://dx.doi.org/10.1016/S0378-7206(00)00049-5
[28] C. H. Park and Y. G. Kim, “Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context,” International Journal of Retail & Distribution Management, Vol. 31, No. 1, 2003, pp. 16-29.
http://dx.doi.org/10.1108/09590550310457818
[29] J. R. Evans and R. L. Laskin, “The Relationship Marketing Process: A Conceptualization and Application,” Industrial Marketing Management, Vol. 23, No. 5, 1994, pp. 439-454.
[30] M. Holmlund and S. Kock, “Relationship Marketing: The Importance of Customer-Perceived Service Quality in Retail Banking,” Service Industries Journal, Vol. 16, No. 3, 1996, pp. 287-304.
http://dx.doi.org/10.1080/02642069600000029
[31] R. M. Ryan, “Psychological Needs and the Facilitation of Integrative Processes,” Journal of Personality, Vol. 63, No. 3, 1995, pp. 397-427.
http://dx.doi.org/10.1111/j.1467-6494.1995.tb00501.x
[32] M. J. Piskorski, “Social Strategies That Work,” Harvard Business Review, Vol. 89, No. 11, 2011, pp. 117-122.
[33] J. H. McAlexander, J. W. Schouten and H. F. Koening “Building Brand Community,” Journal of Marketing, Vol. 66, No. 1, 2002, pp. 38-54.
http://dx.doi.org/10.1509/jmkg.66.1.38.18451
[34] S. Kuenzel and S. V. Halliday, “The Chain of Effects from Reputation and Brand Personality Congruence to Brand Loyalty: The Role of Brand Identification,” Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18, No. 3-4, 2010, pp. 167-176.
http://dx.doi.org/10.1057/jt.2010.15
[35] A. H. Segars, “Assessing the Unidimensionality of Measurement: A Paradigm and Illustration within the Context of Information Systems Research,” Omega, Vol. 25, No. 1, 1997, pp. 107-121.
http://dx.doi.org/10.1016/S0305-0483(96)00051-5
[36] K. G. Jo¨reskog and D. So¨rbom, “LISREL 7 User’s Reference Guide,” Scientific Software, Chicago, 1989.
[37] S. Sharma, “Applied Multivariate Techniques,” John Wiley & Sons Inc., New York, 1996.
[38] C. Fornell and D. F. Larcker, “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-51.
http://dx.doi.org/10.2307/3151312
[39] H. T. Chen and T. W. Lin, “How a 3D Tour Itinerary Promotion Affect Consumers’ Intention to Purchase a Tour Product?” Information Technology Journal, Vol. 11, No. 10, 2012, pp. 1357-1368.
http://dx.doi.org/10.3923/itj.2012.1357.1368
[40] J. F. Hair, R. E. Anderson, R. L. Tatham and W. G. Black, “Multivariate Data Analysis,” Prentice Hall International, Upper Saddle River, 1998.

  
comments powered by Disqus

Copyright © 2019 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.