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 o...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universiti Utara Malaysia
2016
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| Online Access: | https://repo.uum.edu.my/id/eprint/21480/1/MMJ%2020%202016%2077%2086.pdf |
| _version_ | 1803628167634616320 |
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| author | Shaari, Hasnizam Ahmad, Intan Shafinaz |
| author_facet | Shaari, Hasnizam Ahmad, Intan Shafinaz |
| author_sort | Shaari, Hasnizam |
| collection | UUM |
| 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 uni dimensional 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 | 2024-07-04T06:17:39Z |
| format | Article |
| id | uum-21480 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:17:39Z |
| publishDate | 2016 |
| publisher | Universiti Utara Malaysia |
| record_format | dspace |
| spelling | uum-214802017-04-05T04:40:33Z https://repo.uum.edu.my/id/eprint/21480/ The effect of brand trust and brand community commitment on online brand evangelism behaviour Shaari, Hasnizam Ahmad, Intan Shafinaz HB Economic Theory 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 uni dimensional 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. Universiti Utara Malaysia 2016 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/21480/1/MMJ%2020%202016%2077%2086.pdf Shaari, Hasnizam and Ahmad, Intan Shafinaz (2016) The effect of brand trust and brand community commitment on online brand evangelism behaviour. Malaysian Management Journal, 20. pp. 77-86. ISSN 0128-6226 http://mmj.uum.edu.my/index.php/current-issues |
| spellingShingle | HB Economic Theory Shaari, Hasnizam Ahmad, Intan Shafinaz The effect of brand trust and brand community commitment on online brand evangelism behaviour |
| 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 |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/21480/1/MMJ%2020%202016%2077%2086.pdf |
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