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Pengaruh Brand Community Terhadap Relational Outcomes (Word of Mouth, Loyalty, Advocates) Melalui Mediasi Brand Love: Studi Komunitas Merek Kamera Digital di Indonesia

The presence and development of brand communities are now increasingly becoming the focus of marketers? attention as an effective strategy for establishing and maintaining consumer-brand relationships. Indonesia's digital camera industry is no exception, as digital camera sales in the region are expected to continue to grow every year. However, there is only a few literatures that examines the role of brand communities in relational outcomes that marketers aim for, such as WoM, Brand Advocacy, and Loyalty. This study aims to analyze the role of brand communities in the Indonesian digital camera industry on the expected relational outcomes such as Word of Mouth, Brand Advocacy, and Loyalty, through the mediation of Brand Love. This research is a single-cross sectional, descriptive, and conclusive research. The research was conducted using the Structural Equation Modeling (SEM) method. Data was obtained by conducting an online survey of 226 respondents who are owners of digital cameras and also members of digital camera brand community in Indonesia. The findings concluded that the presence of commitment in the brand communities has a significant influence on brand love. In addition, the research also shows that the presence of brand love is a crucial factor that bridges brand communities to brand loyalty, word of mouth, and brand advocacy.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12743PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia
Edisi-
SubjekBrand loyalty
Brand community
Brand love
Digital Camera
Photography Community
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxiv, 271 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data