THE EFFECTS OF VALUE CREATION PRACTICES IN BRAND COMMUNITIESON THE CUSTOMER REPURCHASE INTENTION AND BRANDLOYALTY IN SOCIAL MEDIA

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KARIMI ALAVIJEH MOHAMMAD REZA; HAGHIGHI KAFASH MAHDI; NAZARI MAHSA

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:4 | Issue:7 Page(s): 181-214

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Title

THE EFFECTS OF VALUE CREATION PRACTICES IN BRAND COMMUNITIESON THE CUSTOMER REPURCHASE INTENTION AND BRANDLOYALTY IN SOCIAL MEDIA

Author(s)

KARIMI ALAVIJEH MOHAMMAD REZA | HAGHIGHI KAFASH MAHDI | NAZARI MAHSA | Issue Writer Certificate

Keywords

VALUE CREATION ACTIVITIES

BRAND COMMUNITY

BRAND LOYALTY

REPURCHASEINTENTION BECAUSE

Abstract

While the traditional literature of brand communication addresses communication modelof a company and its consumers, a new model of consumer communication is focused on“ BRAND COMMUNITY. ” Due toexpansion of mass media and modern marketing, widespreadand growing access to corporate virtual communities have increased, and customers whoare pro-community tend to be loyal, committed, and willing to repurchase and, are moreexposed to brand information. This research investigates the impacts of value creationactivities in social media on customer repurchasing behavior through BRAND LOYALTY. Themethod is a descriptive-survey one. For this purpose, members of the virtual communityof Novin (a leather brand) in its Instagram page were selected as the statistical populationand the research data wascollectedfrom381 of them. A questionnaire was used tocollect data. The data analyzed by SPSS and Lisrel applications and the study’ s model wastested by structural equations model. The results show that VALUE CREATION ACTIVITIES inconsumer societies enhance consumer-brand-consumer links and increase the level ofcommitment of the community, which ultimately increases consumer loyalty.

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APA: Copy

KARIMI ALAVIJEH, MOHAMMAD REZA, HAGHIGHI KAFASH, MAHDI, & NAZARI, MAHSA. (2016). THE EFFECTS OF VALUE CREATION PRACTICES IN BRAND COMMUNITIESON THE CUSTOMER REPURCHASE INTENTION AND BRANDLOYALTY IN SOCIAL MEDIA. JOURNAL OF BRAND MANAGEMENT, 4(7 ), 181-214. SID. https://sid.ir/paper/267533/en

Vancouver: Copy

KARIMI ALAVIJEH MOHAMMAD REZA, HAGHIGHI KAFASH MAHDI, NAZARI MAHSA. THE EFFECTS OF VALUE CREATION PRACTICES IN BRAND COMMUNITIESON THE CUSTOMER REPURCHASE INTENTION AND BRANDLOYALTY IN SOCIAL MEDIA. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;4(7 ):181-214. Available from: https://sid.ir/paper/267533/en

IEEE: Copy

MOHAMMAD REZA KARIMI ALAVIJEH, MAHDI HAGHIGHI KAFASH, and MAHSA NAZARI, “THE EFFECTS OF VALUE CREATION PRACTICES IN BRAND COMMUNITIESON THE CUSTOMER REPURCHASE INTENTION AND BRANDLOYALTY IN SOCIAL MEDIA,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 7 , pp. 181–214, 2016, [Online]. Available: https://sid.ir/paper/267533/en

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