Trust and loyalty in online brand communities

Trust and loyalty in online brand communities

Purpose – The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach – The research model was assessed using data fro...

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Bibliographic Details
Main Authors: Rafael Anaya-Sánchez, Rocío Aguilar-Illescas, Sebastián Molinillo, Francisco J. Martínez-López
Format: Article
Language:English
Published: Emerald Publishing 2020-10-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
ewom
trust
loyalty
online community
brand
repurchase
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-01-2020-0004/full/pdf?title=trust-and-loyalty-in-online-brand-communities

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https://www.emerald.com/insight/content/doi/10.1108/SJME-01-2020-0004/full/pdf?title=trust-and-loyalty-in-online-brand-communities

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