Findings from both virtual brand community (VBC) behaviors provided a good reference, which informs a strategic direction to boost brand performance. The results examined different motives, which were likely to promote VBC participation, and were extended to the degree of VBC engagement. Both passive and active engagement results varied across community types, yet they both created significant brand loyalty and satisfaction providing theoretical and managerial implication into branding literature. The findings from this study offered interesting attention toward the two adopted online engagement behaviors. Passive participation is partially contributed to providing marketing managers a general overview about the nature of lurkers, while active participants have the potential power to convert passive members into the active ones.
The behavior of consumers in virtual community varies according to the types of the community they feel belonged to. The study may not only be conducted to understand what drives consumers to participate in the virtual brand community but may also seek to understand how members could get themselves with the community. The finding indicates that hedonic benefit is the strongest stimulus, which links to higher engagement. Though economic motive and product learning are not found to have a significant effect on sharing and commenting behavior; they are considered inherent. From theoretical contribution, the papers also provide strategic marketing directions to promote virtual community engagement.
The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.
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