The Real Value of On-Line Communities

Armstrong, Arthur G.; Hagel, John

doi:10.1016/b978-0-7506-9850-4.50007-5

Cited by 245 publications

(199 citation statements)

References 0 publications

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“…This market segment could also be spread positive and effective word of mouth that will create competitive advantage and stronger long-term relationship (Kozinets, 1999). Lastly, online brand communities are vital for increasing loyalty among consumer that generate sales, consumption and engagement of consumer in that product/service (Armstrong & Hagel, 1996). As loyal consumers connect with brand and other members on online communities, they provide ideas to better development and expand the brand image and awareness in the society.…”

Section: Characteristics Of Online Brand Community (Obc)mentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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Section: Characteristics Of Online Brand Community (Obc)mentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

View full text Add to dashboard Cite

show abstract

“…Such knowledge will not only facilitate building relational markets but also increase customers' abilities to learn how to browse and to ®nd relevant information on the Web. Business on-line can pro®t from the interactive culture on the Web [6].…”

Section: Learning Capabilitymentioning

confidence: 99%

Exploring the factors associated with Web site success in the context of electronic commerce

Liu

Arnett

2000

Information & Management

1,153

567

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“…Personalized web sites and customer communities (such as bulletin boards) are among the most common application on brand web-sites today and are both hypothesized to be promising tools for building brand loyalty and strong consumer-brand relationships (Holland and Baker, 2001;Armstrong and Hagel, 1996;Pepper and Rogers, 1997).…”

Section: Interactive Applications On the Internetmentioning

confidence: 99%

“…in consumer information search costs (Alba et al 1997;Lynch and Ariely, 2000), and increased effectiveness, through different applications which are designed to support online customers and assist in building customer loyalty. Focusing on the latter, several researchers consider the Internet to be a well-suited medium for building consumerbrand relationships (Armstrong and Hagel, 1996;Pepper and Rogers, 1997;Hagel, 1999;Scultz and Bailey, 2000). However, very few attempts have been made to investigate how different interactive Internet tools may develop or enhance such relationships.…”

Section: Introductionmentioning

confidence: 99%

Building brand relationships online: A comparison of two interactive applications

Thorbjørnsen

Supphellen

Nysveen

et al. 2002

Journal of Interactive Marketing

193

127

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No main effects of the applications were observed. However, significant effects of Internet applications were found when Internet experience was included as a moderating variable. Specifically, it was found that personalized web-sites developed stronger consumer-brand relationships for respondents with extensive Internet experience than for respondents with limited Internet experience. Conversely, it was found that customer communities developed stronger relationships among respondents with limited Internet experience than among respondents with extensive Internet experience. Implications for marketing management and future research in this area are discussed.2

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The Real Value of On-Line Communities

Cited by 245 publications

References 0 publications

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Exploring the factors associated with Web site success in the context of electronic commerce

Building brand relationships online: A comparison of two interactive applications

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