Understanding the Interacting Roles of Online and Offline Brand Communities in Building Brand Loyalty

다국어 초록 (Multilingual Abstract)

Past research into brand communities has mainly focused on offline communities, where members meet and participate at events with real-world, physical locations. Such studies also focus on high involvement purchases. In order to address concerns with building brand loyalty in the context of Internet users, this research builds on past studies by drawing samples from online brand community groups. This study provides a framework to understand the process of how an online brand community can help build brand loyalty. In particular, this study examines the moderation of community loyalty and brand loyalty intentions by important variables in online communities, consumers’ experiences with online brand communities and consumer to consumer online interaction. This paper also discusses the effectiveness of various online brand communities, important implications of the findings and future research opportunities.

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