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dc.contributor.authorMunnukka, Juha
dc.contributor.authorUusitalo, Outi
dc.contributor.authorJokinen, Elisa
dc.contributor.editorPucihar, Andreja
dc.contributor.editorCarlsson, Christer
dc.contributor.editorBons, Roger
dc.contributor.editorClarke, Roger
dc.contributor.editorBorstnar, Mirjana Kljajic
dc.date.accessioned2015-03-18T08:28:53Z
dc.date.available2015-03-18T08:28:53Z
dc.date.issued2014
dc.identifier.citationMunnukka, 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.), <i>Proceedings of the 27th Bled eConference "eEcosystems"</i>. Moderna organizacija. <a href="https://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/D9939D6910A5FA34C1257CEE0044399A/$File/01_Munnukka_Uusitalo_Jokela.pdf" target="_blank">https://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/D9939D6910A5FA34C1257CEE0044399A/$File/01_Munnukka_Uusitalo_Jokela.pdf</a>
dc.identifier.isbn978-961-232-276-2
dc.identifier.otherCONVID_23833769
dc.identifier.otherTUTKAID_62776
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/45527
dc.description.abstractBrand 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.
dc.language.isoeng
dc.publisherModerna organizacija
dc.relation.ispartofProceedings of the 27th Bled eConference "eEcosystems"
dc.relation.urihttps://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/D9939D6910A5FA34C1257CEE0044399A/$File/01_Munnukka_Uusitalo_Jokela.pdf
dc.subject.othervirtual brand community
dc.subject.otheradvocacy participation
dc.titleAdvocacy participation and brand loyalty in virtual brand communtity
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-201409122780
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.date.updated2014-09-12T03:30:16Z
dc.relation.isbn978-961-232-276-2
dc.type.coarconference paper
dc.description.reviewstatuspeerReviewed
dc.type.versionacceptedVersion
dc.rights.copyright© 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.
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceBled eConference
dc.subject.ysososiaalinen media
dc.subject.ysolojaalius
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p9969


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