Effect of Online Brand Community on Customer Behavior Exploration: Reconciling Mixed Findings via Regulatory Focus Theory

ICIS 2014
Published: Dec 1, 2014
Abstract
This study seeks to address the mixed findings of prior studies regarding the effect of online brand community on customer value. Based on the regulatory focus theory, we hypothesize that participation in a brand community tend to increase both visit and purchase frequencies of customers with promotion-focus; on the contrary, the same would typically decrease visit and purchase frequencies of customers with preventionfocus. By analyzing data...
Paper Details
Title
Effect of Online Brand Community on Customer Behavior Exploration: Reconciling Mixed Findings via Regulatory Focus Theory
Published Date
Dec 1, 2014
Journal
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