مقاله انگلیسی رایگان در مورد تاثیر جوامع برند بر وفاداری به برند عمومی و خصوصی – الزویر ۲۰۲۲

elsevier

 

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 ۲۰۲۲
تعداد صفحات مقاله انگلیسی ۱۰ 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  PDF
ایمپکت فاکتور(IF)
۷٫۳۸۲ در سال ۲۰۲۰
شاخص H_index ۱۹۵ در سال ۲۰۲۱
شاخص SJR ۲٫۰۴۹ در سال ۲۰۲۰
شناسه ISSN ۰۱۴۸-۲۹۶۳
شاخص Quartile (چارک) Q1 در سال ۲۰۲۰
فرضیه دارد، ۳٫ Theoretical framework and hypothesis development
مدل مفهومی دارد، تصویر ۱ صفحه ۳
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.
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فهرست مطالب مقاله:

Abstract

Keywords

۱٫ Introduction

۲٫ Theoretical background

۲٫۱٫ Brand communities

۲٫۲٫ Brand identification

۲٫۳٫ Private vs public loyalty

۳٫ Theoretical framework and hypothesis development

۴٫ Methods

۴٫۱٫ Research context

۴٫۲٫ Data collection approach

۴٫۳٫ Measures

۵٫ Analysis and results

۵٫۱٫ Hypothesis testing

۵٫۲٫ Additional analysis

۶٫ Discussion

۶٫۱٫ Limitations and future research avenues

۶٫۲٫ 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.

۱٫ 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.

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