Date of Award
January 2016
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Consumer Science
First Advisor
Richard Feinberg
Committee Member 1
Christopher Kowal
Committee Member 2
James Anderson
Committee Member 3
Stewart Alexander
Abstract
Online brand community refers to a specialized, non-geographically bound, online group of consumers, based on social communications and relationships among brand’s consumers. This study has four objectives; (a) testing the effects of online brand community by a sum of community markers, (b) testing the effects of online brand community on value creation practices and brand loyalty, (c) testing the mediating effects of community loyalty in a relationship between value creation practices and brand loyalty, and (d) testing the effects of consumers’ motivation for participation on online brand community. A survey-based empirical study was conducted. Data were collected, using Amazon Mechanical Turk, from members of online brand communities. Data were analyzed through structural equations modeling using AMOS 20.
Recommended Citation
Ha, Yongsoo, "Effects of Online Brand Community on Value Creation Practices and Brand Loyalty: Mediating Effects of Community Loyalty" (2016). Open Access Dissertations. 1385.
https://docs.lib.purdue.edu/open_access_dissertations/1385
