Trust and loyalty in online brand communities

Anaya‐Sánchez, Rafael; Aguilar-Illescas, Rocío; Molinillo, Sebastián; Martínez–López, Francisco J.

doi:10.1108/sjme-01-2020-0004

Cited by 50 publications

(43 citation statements)

References 73 publications

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“…Thus, it may be assumed that community members' trust toward the brand should motivate them to exchange information [50]. Various studies in the field of OBCs show the positive relationship between the generation of brand trust and members' willingness to propagate positive WOM about the brand [3,79,87]. Thus, the following hypothesis is proposed: Hypothesis 11 (H11).…”

Section: Positive Wommentioning

confidence: 99%

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

et al. 2021

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The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

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Section: Positive Wommentioning

confidence: 99%

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

et al. 2021

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“…Authors such as Reichheld and Markey (2000) state that highly satisfied customers will not necessarily be loyal. Nowadays, entities are worried that current consumers tend to be less loyal (Dekimpe et al , 1997; Kapferer, 2005; Bennett and Rundle-Thiele, 2004, Anaya-Sánchez et al , 2020). This makes it necessary to introduce new variables into the model that will positively influence consumer loyalty.…”

Section: Introductionmentioning

confidence: 99%

The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion

Valiño

Rodríguez

Barriopedro

2021

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Purpose The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty. Design/methodology/approach A transversal descriptive study based on primary data were, therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanish population. The Partial Least Square method was applied to test the hypotheses. Findings The results of this research tell us which variables have a positive influence on consumer loyalty to fashion brands, where brand image, satisfaction and consumer happiness are the determining variables of loyalty. Research limitations/implications This model has important implications and contributes both to the literature and to the choice of differentiation and brand positioning strategies for marketing to a global and highly competitive market. Originality/value One of the novelties of this study is the fact that it considers the consumer happiness variable as an antecedent to loyalty in the fashion consumer sector.

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“…Prior hospitality-based research has shown that eWOM acts as a social influence on customer behaviors (Book and Tanford, 2019). Previous studies have analyzed the effect of eWOM on customer responses, such as attitudes (Casaló et al , 2015a; Vermeulen and Seegers, 2009), intentions (Ruiz-Equihua et al , 2019; Sparks and Browning, 2011), trust (Anaya-Sánchez et al , 2020) and engagement (Kanje et al , 2020). However, there may be differences in the impact of eWOM on customer behaviors in the hospitality context based on generational cohort.…”

Section: Introductionmentioning

confidence: 99%

How old is your soul? Differences in the impact of eWOM on Generation X and millennials

Ruiz‐Equihua

Casaló

Romero

2021

JHTI

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PurposeOnline reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online reviews. This study aims to shed light on this by analyzing whether the attitudes and behavioral intentions generated by online reviews are different for these two generational cohorts.Design/methodology/approachAn experimental procedure was designed to manipulate online review valence; data were collected from 351 respondents in two samples, Generation X and millennial participants.FindingsResults suggested that positive online reviews generate more positive customer attitudes and booking intentions than negative online reviews. In addition, Generation X vs millennials moderates the link among online review valence, attitudes and booking intentions. The resultant behaviors from online reviews are more intense among Generation X than for millennials.Practical implicationsManagers should be aware of online review valence and their customers' generational cohort, that is, whether they are millennials or Generation X, as they react differently to online reviews.Originality/valueThis research examines the moderating role of millennials and Generation X in the relationship between online reviews, consumer attitudes and behavioral intentions. The aim is to explain how millennial and Generation X consumers react to eWOM, that is, whether generational cohort mitigates or enhances the effects of positive vs negative online reviews on consumer reactions.

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Trust and loyalty in online brand communities

Cited by 50 publications

References 73 publications

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion

How old is your soul? Differences in the impact of eWOM on Generation X and millennials

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