The Role of Brand Community in Creating Loyalty

Abstract

This study aimed to analyze factors that influence customer loyalty in automotive product. A survey was carried out on a sample of 162 automotive community members with purposive sampling technique. Data anlysis using structural equation modelling. The research model included several variables tested by SEM including selfcongruity, brand community effect, brand community trust, affective commitment, continuance commitment, repurchase intention, word-of-mouth communication, and constructive complain. The results indicate that brand affective commitment and brand continuence commitmen have important role in creating customer loyalty with different dimennsions. Self-congruity positively influnces repurchase intention mediated by continuance commitment. Brand community trust positively influences positive word-ofmouth communication and constructive complaint mediated by affective commitment.

The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community

“…Brand loyalty can prevent customers from churning to other brands. In the automotive sector, a prior study shows that customers' trust toward brand community influences brand loyalty (Susila et al, 2020) and satisfaction with received services (Hong et al, 2020).…”