The effect of customers' perceived benefits on virtual brand community loyalty

초록

Purpose - The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction. Design/methodology/approach - The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0. Findings - Consumers' perceived benefits (functional, experiential, and symbolic) were found to be the leading variables in inducing consumer loyalty. Brand community managers should not focus only on the benefits offered by the brand community, but also on how these benefits can be associated with human-to-computer and consumer-to-consumer (C2C) interaction. Research limitations/implications - The virtual community (VC) has an important role as a marketing tool. As the VC within the virtual space has gradually been increasing, its importance has grown as well, therefore making research studies on heightening members' brand community site loyalty important. Originality/value - This study broadens and contextualizes our understanding of what type of VBC interaction can be further activated in the process of enhancing the members' VBC loyalty, which is affected by consumers' perceived benefits.

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