The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour
In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2020-02-01
|
| Series: | Malaysian Management Journal |
| Online Access: | https://www.scienceopen.com/document?vid=310c1bba-83a7-4e31-8859-1ccad317eb83 |
| _version_ | 1797896812248432640 |
|---|---|
| author | Hasnizam Shaari Intan Shafinaz Ahmad |
| author_facet | Hasnizam Shaari Intan Shafinaz Ahmad |
| author_sort | Hasnizam Shaari |
| collection | DOAJ |
| description | In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences brand evangelism which is considered as an extra-role behavior from the members. The study among 167 members of the online brand communities revealed that brand evangelism is explained by the unidimensional construct. The result indicates that trust towards the online brand community and brand community commitment significantly affect brand evangelism. Implication and future research direction are also highlighted at the end of this article. |
| first_indexed | 2024-04-10T07:48:46Z |
| format | Article |
| id | doaj.art-601b5f36890e409fac7ce3102ab0e47f |
| institution | Directory Open Access Journal |
| issn | 0128-6226 2289-6651 |
| language | English |
| last_indexed | 2024-04-10T07:48:46Z |
| publishDate | 2020-02-01 |
| publisher | UUM Press |
| record_format | Article |
| series | Malaysian Management Journal |
| spelling | doaj.art-601b5f36890e409fac7ce3102ab0e47f2023-02-23T10:22:19ZengUUM PressMalaysian Management Journal0128-62262289-66512020-02-0110.32890/mmj.20.2016.9042The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism BehaviourHasnizam ShaariIntan Shafinaz AhmadIn line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences brand evangelism which is considered as an extra-role behavior from the members. The study among 167 members of the online brand communities revealed that brand evangelism is explained by the unidimensional construct. The result indicates that trust towards the online brand community and brand community commitment significantly affect brand evangelism. Implication and future research direction are also highlighted at the end of this article. https://www.scienceopen.com/document?vid=310c1bba-83a7-4e31-8859-1ccad317eb83 |
| spellingShingle | Hasnizam Shaari Intan Shafinaz Ahmad The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour Malaysian Management Journal |
| title | The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour |
| title_full | The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour |
| title_fullStr | The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour |
| title_full_unstemmed | The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour |
| title_short | The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour |
| title_sort | effect of brand trust and brand community commitment on online brand evangelism behaviour |
| url | https://www.scienceopen.com/document?vid=310c1bba-83a7-4e31-8859-1ccad317eb83 |
| work_keys_str_mv | AT hasnizamshaari theeffectofbrandtrustandbrandcommunitycommitmentononlinebrandevangelismbehaviour AT intanshafinazahmad theeffectofbrandtrustandbrandcommunitycommitmentononlinebrandevangelismbehaviour AT hasnizamshaari effectofbrandtrustandbrandcommunitycommitmentononlinebrandevangelismbehaviour AT intanshafinazahmad effectofbrandtrustandbrandcommunitycommitmentononlinebrandevangelismbehaviour |