مشخصات مقاله | |
ترجمه عنوان مقاله | تاثیر جوامع برند بر وفاداری به برند عمومی و خصوصی: یک زمینه مطالعاتی در ورزش حرفه ای |
عنوان انگلیسی مقاله | The impact of brand communities on public and private brand loyalty: A field study in professional sports |
انتشار | مقاله سال 2022 |
تعداد صفحات مقاله انگلیسی | 10 صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
7.382 در سال 2020 |
شاخص H_index | 195 در سال 2021 |
شاخص SJR | 2.049 در سال 2020 |
شناسه ISSN | 0148-2963 |
شاخص Quartile (چارک) | Q1 در سال 2020 |
فرضیه | دارد، 3. Theoretical framework and hypothesis development |
مدل مفهومی | دارد، تصویر 1 صفحه 3 |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی |
نوع ارائه مقاله |
ژورنال |
مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
دانشگاه | University of Leeds, Leeds, United Kingdom |
کلمات کلیدی | جامعه برند، هویت برند، وفاداری به برند، وفاداری عمومی، وفاداری خصوصی |
کلمات کلیدی انگلیسی | Brand community, Brand identification, Brand loyalty, Public loyalty, Private loyalty |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2022.02.056 |
کد محصول | E16159 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract Keywords 1. Introduction 2. Theoretical background 2.1. Brand communities 2.2. Brand identification 2.3. Private vs public loyalty 3. Theoretical framework and hypothesis development 4. Methods 4.1. Research context 4.2. Data collection approach 4.3. Measures 5. Analysis and results 5.1. Hypothesis testing 5.2. Additional analysis 6. Discussion 6.1. Limitations and future research avenues 6.2. Conclusion CRediT authorship contribution statement Declaration of Competing Interest References Vitae |
بخشی از متن مقاله: |
Abstract This research examines the role that brand community plays in the relationship between brand identification and brand loyalty. A theoretical framework was developed and tested using an online survey in the brand community of a UK professional basketball team. Study results reveal that consumers’ brand community identification has a significant direct relationship on both public and private brand loyalty. It also shows that brand community identification fully mediates the relationship between brand identification and consumer behavior towards the brand, which is enacted both publicly and privately. The study adds to academic understanding of brand identification, brand community theory, and the importance of the differentiation of public and private brand loyalty, whilst providing guidance for branding practitioners. 1. Introduction Brand community research has enabled academics and practitioners to understand the complex networks that exist among admirers of specific brands (McAlexander et al., 2002, Muniz and O’Guinn, 2001). However, the downstream effect of brand communities, such as their potential to build consumer loyalty, remains unknown (Bhattacharya and Sen, 2003, Kuenzel and Vaux Halliday, 2008, Stokburger-Sauer et al., 2012, Tuškej et al., 2013). This has meant that practitioners are left with little understanding regarding the role of brand communities and the vast effect that they have upon the consumers’ overall relationship with the brand. The lack of understanding of the power of brand communities has been further exacerbated during the global pandemic with the importance of community becoming even more prevalent in society (Stansfield et al., 2020). Throughout the pandemic, brands have looked to harness the power of community in their marketing communications (Sobande, 2020). Therefore, understandably, the extant research has called for a more nuanced understanding of brand community to be developed (Habibi et al., 2016). Our research aims to shed light on the mechanism under which (a) brand communities are developed, and (b) brand loyalty is strengthened. To achieve this, a theoretical framework is developed explaining how brand identification is the key driver of brand community development and that brand community identification, in turn, affects both private and public brand loyalty. The model is empirically tested in the brand community of a professional basketball team. |