Earticle

초록

영어

This paper illustrates a research which attempts to identify the nature of online brand community and the relationship between online brand community practice, online brand community commitment, and brand loyalty. We insist that online brand community practices are mutually influential with online brand community commitment and brand loyalty, focusing on Korean perspective. Triangle framework and foundational propositions are suggested and further researches are explained.

목차

Abstract
 1. Introduction
 2. Overview of online brand community
  2.1 The nature of brand community
  2.2. Need of social practice theory in investigating online brand community
 3. Creation of brand loyalty
  3.1 Brand community commitment
  3.2 Brand loyalty
 4. Research method
  4.1 Research method
  4.2 Selected communities
 5. Conclusions and further study
 References

저자

• Jungmin Han [ Manchester Business School ]
• Margaret Bruce [ Manchester Business School ]
• Lee Edwards [ Manchester Business School ]

참고문헌