Customers' perceived benefits of interacting in a virtual brand community in China
Abstract
This study examines how customer interactions in virtual brand community (VBC) affect perceived benefits and brand loyalty. We propose an integrated framework to conceptualize the relationships between VBC interactions, perceived benefits, participation and loyalty, with brand identity as moderating variable. Given the popularity of Apple's products in China, Mcfans, a VBC frequented by Apple customers, was chosen as study platform to administer...
Paper Details
Title
Customers' perceived benefits of interacting in a virtual brand community in China
Published Date
Feb 1, 2013
Volume
14
Issue
1
Pages
49 - 66
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