TITLE:
Factors Affecting Brand Identification and Loyalty in Online Community
AUTHORS:
Chieh-Min Chou
KEYWORDS:
Online Community; Brand Identification; Brand Loyalty
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.3 No.8,
December
12,
2013
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.
