Masoud Simkhah; Elaheh Mohamadkhani
Abstract
In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to ...
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In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online brand community commitment in the relationship between online brand community value co-creation and brand loyalty. The statistical population consisted of brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online brand community value co-creation had a significant effect on brand loyalty with a partial mediation of online brand community commitment and 21.1% of the total effect was explained by the mediating variable. Also, online brand community commitment had a significant effect on brand loyalty. However, the effects of the mediating variable on brand commitment and brand quality were not confirmed. In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online brand community commitment in the relationship between online brand community value co-creation and brand loyalty. The statistical population consisted of brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online brand community value co-creation had a significant effect on brand loyalty with a partial mediation of online brand community commitment and 21.1% of the total effect was explained by the mediating variable. Also, online brand community commitment had a significant effect on brand loyalty. However, the effects of the mediating variable on brand commitment and brand quality were not confirmed.
