Developing Brand Relationship Quality through Online Brand Communities
Managers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer brand engagement, focusing on expanded domain...
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| Format: | Article |
| Language: | English |
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Johar Education Society
2017-01-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
| Subjects: | |
| Online Access: | http://www.jespk.net/publications/369.pdf |
| _version_ | 1818311666922684416 |
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| author | Zoia Khan (Corresponding author) |
| author_facet | Zoia Khan (Corresponding author) |
| author_sort | Zoia Khan (Corresponding author) |
| collection | DOAJ |
| description | Managers are interested in how to develop relationship with customers due to
importance of social media based brand communities and changing landscape of
communication. Similarly with online brand community platform a new concept
emerged i.e. customer brand engagement, focusing on expanded domain of relationship
building. In this study we have provided insights about the role of social media based
brand communites in customer perception and behavior with regards to identification
and engagement with community. In this paper we have developed and estimated a
model that whether value creation practices including social netwroking practices, brand
use, impression management and commnuity engagegment within social media based
brand communities and customer engagement have influence on customer relationship
buidling. The paper describes the way brand community identification influences value
creation practices in brand communities as well as on customer brand engagement (CBE)
and relationship quality. Data was collected through E-questionnaire and 176 valid
responses were used for analysis. The data was analyzed using structural equation
modelig showing a positive relationship between brand community identification (BCI)
and value creation practices including community enagagement, brand use and social
networking practice. Moreover, insignifacnt effect of BCI on impression management
practices was found. Study discovers signifcant relationship bewteen BCI and CBE.
Value creation practices excluding social networking practices and CBE have significant
and positive effect on brand relationship quality. This study will provide guideline to
managers to enhance brand relationship in technologically advanced world. |
| first_indexed | 2024-12-13T08:05:35Z |
| format | Article |
| id | doaj.art-53ebfe7c449b45a884667d96369a0cb0 |
| institution | Directory Open Access Journal |
| issn | 1997-8553 2309-8619 |
| language | English |
| last_indexed | 2024-12-13T08:05:35Z |
| publishDate | 2017-01-01 |
| publisher | Johar Education Society |
| record_format | Article |
| series | Pakistan Journal of Commerce and Social Sciences |
| spelling | doaj.art-53ebfe7c449b45a884667d96369a0cb02022-12-21T23:54:19ZengJohar Education SocietyPakistan Journal of Commerce and Social Sciences1997-85532309-86192017-01-01111275292Developing Brand Relationship Quality through Online Brand CommunitiesZoia Khan (Corresponding author) 0Bahria University, Islamabad, PakistanManagers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer brand engagement, focusing on expanded domain of relationship building. In this study we have provided insights about the role of social media based brand communites in customer perception and behavior with regards to identification and engagement with community. In this paper we have developed and estimated a model that whether value creation practices including social netwroking practices, brand use, impression management and commnuity engagegment within social media based brand communities and customer engagement have influence on customer relationship buidling. The paper describes the way brand community identification influences value creation practices in brand communities as well as on customer brand engagement (CBE) and relationship quality. Data was collected through E-questionnaire and 176 valid responses were used for analysis. The data was analyzed using structural equation modelig showing a positive relationship between brand community identification (BCI) and value creation practices including community enagagement, brand use and social networking practice. Moreover, insignifacnt effect of BCI on impression management practices was found. Study discovers signifcant relationship bewteen BCI and CBE. Value creation practices excluding social networking practices and CBE have significant and positive effect on brand relationship quality. This study will provide guideline to managers to enhance brand relationship in technologically advanced world.http://www.jespk.net/publications/369.pdfonline brand communitiescustomer brand engagementbrand relationship quality |
| spellingShingle | Zoia Khan (Corresponding author) Developing Brand Relationship Quality through Online Brand Communities Pakistan Journal of Commerce and Social Sciences online brand communities customer brand engagement brand relationship quality |
| title | Developing Brand Relationship Quality through Online Brand Communities |
| title_full | Developing Brand Relationship Quality through Online Brand Communities |
| title_fullStr | Developing Brand Relationship Quality through Online Brand Communities |
| title_full_unstemmed | Developing Brand Relationship Quality through Online Brand Communities |
| title_short | Developing Brand Relationship Quality through Online Brand Communities |
| title_sort | developing brand relationship quality through online brand communities |
| topic | online brand communities customer brand engagement brand relationship quality |
| url | http://www.jespk.net/publications/369.pdf |
| work_keys_str_mv | AT zoiakhancorrespondingauthor developingbrandrelationshipqualitythroughonlinebrandcommunities |