Advocacy participation and brand loyalty in virtual brand communtity
Munnukka, J., Uusitalo, O., & Jokinen, E. (2014). Advocacy participation and brand loyalty in virtual brand communtity. In A. Pucihar, C. Carlsson, R. Bons, R. Clarke, & M. K. Borstnar (Eds.), Proceedings of the 27th Bled eConference "eEcosystems". Moderna organizacija. https://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/D9939D6910A5FA34C1257CEE0044399A/$File/01_Munnukka_Uusitalo_Jokela.pdf
Editors
Date
2014Copyright
© The Authors. This is an author's final draft version of an article whose final and definitive form has been published in the 27th Bled eConference eEcosystems.
Proceedings.
Brand owners use virtual communities to strengthen brand loyalty by engaging
consumers in active content creation activities. Personal and reciprocal communication
and consumers’ participation in virtual brand communities are the main sources
through which communities contribute to brand loyalty formation. This research
examines the antecedents and consequences of advocacy participation in virtual brand
communities. The results show that the VBC members’ advocacy participation is
strongly contributed by the community’s ability to promote reciprocal and personal use
experience, which also directly affects the members’ brand satisfaction. The results
further show that advocacy participation and participation frequency positively
contribute to especially attitudinal loyalty formation. Participation is found to be
negatively related with brand satisfaction.
Publisher
Moderna organizacijaISBN
978-961-232-276-2Parent publication ISBN
Conference
Bled eConferenceIs part of publication
Proceedings of the 27th Bled eConference "eEcosystems"
Original source
https://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/D9939D6910A5FA34C1257CEE0044399A/$File/01_Munnukka_Uusitalo_Jokela.pdfPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/23833769
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