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The Effect of Online Brand Community Commitment on Brand Loyalty  

Kwahk, Kee-Young (국민대학교 경영대학 경영정보학부)
Ock, Jung-Bong (국민대학교 비즈니스IT 전문대학원)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.36, no.3, 2011 , pp. 1-26 More about this Journal
Abstract
As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer's awareness on their products and services. This study suggests four factors-interaction, purpose, playfulness, reward-that facilitate online brand community commitment, and examines the effect of online brand community commitment on brand loyalty from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.
Keywords
Brand Loyalty; Interaction; Purpose; Playfulness; Reward; Brand Community Commitment;
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