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Determinants of Brand Loyalty in Online Brand Communities: The View of Place Attachment

Published: 16 July 2018 Publication History

Abstract

With prosperity of online brand communities in the Internet generation, it's important for brands to manage their own online community to strengthen competitive advantage. Certainly, how to operate online brand community in a sustainable way becomes an essential issue for brands. To know more deeply about keeping customers stay in online brand communities, this research employs Interaction Theory of Place Attachment (ITPA) to describe the formation of brand loyalty. Through an empirical research design, this study intends to examine how place attachment leads to brand loyalty through the mediation of service experience and brand engagement. A research model and the associated research hypotheses are proposed that is to be tested using the online survey method. A preliminary part of this study is presented in this paper.

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  • (2020)The Loyalty of Tourism in Synagogues: The Special Case of the Synagogue of CórdobaInternational Journal of Environmental Research and Public Health10.3390/ijerph1712421217:12(4212)Online publication date: 12-Jun-2020

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      MISNC '18: Proceedings of the 5th Multidisciplinary International Social Networks Conference
      July 2018
      177 pages
      ISBN:9781450364652
      DOI:10.1145/3227696
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      Published: 16 July 2018

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      1. brand community
      2. brand loyalty
      3. engagement
      4. place attachment
      5. service experience

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      • (2020)The Loyalty of Tourism in Synagogues: The Special Case of the Synagogue of CórdobaInternational Journal of Environmental Research and Public Health10.3390/ijerph1712421217:12(4212)Online publication date: 12-Jun-2020

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