Title :
A study on the impact of online brand community interaction model on brand loyalty — Focusing on the online automobile brand community
Author :
Lee, Jina ; Chang, I-Chun ; Su, Yong
Author_Institution :
School of Business Administration Fudan University Shanghai, China
Abstract :
This paper takes the online automobile brand community as an example, importing ‘interactivity’, the concept of sociology, into online brand community study. It follows the logical way as ‘How does interactivity embody among the online communities → How about its deepening process? →What the results of interactivity will be?’, that is, ‘formation of the relationship (Interaction) — deepening of the relationship (identification)-result of the relationship(brand loyalty)’, makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.
Keywords :
Bismuth; Business; Communities; Correlation; Mathematical model; Psychology; Reliability; Brand Loyalty; Consumer-Brand Interaction; Consumer-Consumer Interaction; Identification; Interaction; Online Brand Community;
Conference_Titel :
E -Business and E -Government (ICEE), 2011 International Conference on
Conference_Location :
Shanghai, China
Print_ISBN :
978-1-4244-8691-5
DOI :
10.1109/ICEBEG.2011.5881687
