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Do online brand communities help build and maintain relationships with consumers? A network theory approach

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Abstract

This study examines how structural aspects of online brand communities can contribute to the brand building capacity of the community using network theory. Predictions about the degree to which various structural factors are associated with emotional attachment to the community and other outcome measures are made. Results show that several structural characteristics play an important role in creating emotional attachment and contributing to relationship maintenance. Thus, the findings support the use of network theory for understanding how brand communities operate. It is also found that certain structural factors have a profound impact on attachment to the community and intention to re-purchase the brand. Theoretical and managerial implications are discussed.

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Authors and Affiliations

  1. Institute for Business Research & Education, Korea University Business School, Seongbuk-Gu, 136-701, Seoul, South Korea

    Hyun Joung Lee, Doo-Hee Lee, Charles R Taylor & Jong-Ho Lee

Authors
  1. Hyun Joung Lee
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  2. Doo-Hee Lee
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  3. Charles R Taylor
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  4. Jong-Ho Lee
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Additional information

1earned her PhD in Marketing from the Korea University Business School in Seoul, Korea, where she works as a research associate. Her research interests include social network theory, consumer choice modeling and the study of brand communities. Her research method interests include structural equation modelling and network data analysis using NetMiner.

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Lee, H., Lee, DH., Taylor, C. et al. Do online brand communities help build and maintain relationships with consumers? A network theory approach. J Brand Manag 19, 213–227 (2011). https://doi.org/10.1057/bm.2011.33

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  • DOI: https://doi.org/10.1057/bm.2011.33

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