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.

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