Consumption community commitment: Newbies' and longstanding members' brand engagement and loyalty
By Karine Raies, Hans Mühlbacher, Marie-Laure Gavard-Perret. 2015
106 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8d9ba1da83ec07a5ea1a1c58377c7d04b7bc62e2
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In Marketing
In Organizational Behavior and Human Resource Management
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Citations in the corpus
- Drivers of brand community engagement (2020, background): “The relationship between brand community commitment and brand loyalty can also be seen in prior literature (Jang et al., 2008; Hur et al., 2011; Zheng et al., 2015; Raïes et al., 2015).”
- Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy (2019, background): “Raïes, Mühlbacher, and Gavard-Perret (2015) claim that intensive engagement in the community may not directly influence behavioral brand loyalty and that higher levels of commitment combined with strong engagement in the community are sufficient but not necessary for brand loyalty intentions.”