The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender

In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty...

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Bibliographic Details
Main Authors:	Azin Dalvand, Masoud Simkhah, Davood Jafari
Format:	Article
Language:	fas
Published:	Allameh Tabataba'i University Press 2019-06-01
Series:	مطالعات مدیریت کسب و کار هوشمند
Subjects:	online brand community customer engagement brand loyalty online brand community characteristics
Online Access:	https://ims.atu.ac.ir/article_9985_dfb1b2e963faeb69c20ea72373055dab.pdf

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