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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
has been cited by the following article:
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.
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