SME Competitiveness through Online Brand Communities: an Exploration of Brand Loyalty
نویسنده
چکیده
This paper examines one aspect of online brand communities that of brand loyalty. In particular, it explores how the online strategies of Small and Medium Sized Enterprise’s (SME) could be operationalised. The paper aims to address the need for further empirical research into consumer behaviour in online brand communities, as suggested by De Valck et al. (2009), Brodie et al. (2013) and Wirtz et al. (2013).
منابع مشابه
Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME
This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based...
متن کاملPresenting a Causal Model of Factors Affecting University Brand loyalty among Postgraduate Students of Shiraz University
The purpose of this study was to investigate the factors affecting university brand loyalty among graduate students in Shiraz. This research was applied in terms of purpose and in terms of nature and method of correlation. The statistical population of the study consisted of 9300 graduated students from Shiraz University who were randomly selected using random cluster sampling method, 191 peo...
متن کاملPresenting a Causal Model of Factors Affecting University Brand loyalty among Postgraduate Students of Shiraz University
The purpose of this study was to investigate the factors affecting university brand loyalty among graduate students in Shiraz. This research was applied in terms of purpose and in terms of nature and method of correlation. The statistical population of the study consisted of 9300 graduated students from Shiraz University who were randomly selected using random cluster sampling method, 191 peo...
متن کاملNew Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty
By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...
متن کاملThe Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...
متن کامل