The role of online brand communities on building brand equity and loyalty through relational benefits
From a marketing perspective, companies use social media as a tool to establish relationships with customers. Thus, brand–customer relationships via social media are able to deliver different kinds of benefits for customers. This article conducts empirical research in order to measure the effect of...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universidad Politécnica de Cartagena(UPCT) |
| Repositorio: | Repositorio Digital UPCT |
| OAI Identifier: | oai:repositorio.upct.es:10317/13266 |
| Acceso en línea: | http://hdl.handle.net/10317/13266 https://www.tandfonline.com/doi/full/10.1080/10696679.2018.1451256 |
| Access Level: | acceso abierto |
| Palabra clave: | Social media Brand–customer relationships Customer-Based Brand Equity (CBBE) Customer loyalty Comercialización e Investigación de Mercados |
| Sumario: | From a marketing perspective, companies use social media as a tool to establish relationships with customers. Thus, brand–customer relationships via social media are able to deliver different kinds of benefits for customers. This article conducts empirical research in order to measure the effect of each type of relational benefit on Customer-Based Brand Equity (CBBE) and customer loyalty. The findings show that social and exploration benefits affect CBBE and loyalty, while monetary and recognition benefits influence loyalty and CBBE, respectively. Results contribute to the existing literature by providing insights to the highly relevant phenomenon of social media across different industries. |
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