English  |  正體中文  |  简体中文  |  Items with full text/Total items : 88284/117783 (75%)
Visitors : 23396061      Online Users : 134
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/63276
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/63276


    Title: Online Brand Community Response to Negative Brand Events: the Role of Group eWOM
    Authors: 張愛華
    Chang, Aihwa
    Contributors: 企管系
    Keywords: Online brand community;EWOM;Negative event;Brand community identification;Brand involvement;Brand awareness;Brand loyalty
    Date: 2013-08
    Issue Date: 2014-01-06 14:15:44 (UTC+8)
    Abstract: Purpose– Brand communities now play a significant role in building brand loyalty. Past researches focus on how brand community facilitates brand loyalty under normal market situations. Yet, limited research examines consumer responses to negative events within the brand community context. Drawing from social identity theory and the theory of involvement, the present study aims to reveal the role that group eWOM plays in influencing brand community members’ evaluation on negative brand decisions. Design/methodology/approach– By using an experimental study, the current research adopts far brand extension as the empirical testing ground. Findings– This research illustrates that group eWOM's influence on brand community member's attitude toward the negative brand information is affected by member's level of brand community identification and brand involvement. When the group eWOM opposes far extension, high brand community identified members are driven by social creativity to resist negative impacts to the brand. However, when the group eWOM supports far extension, high brand involved members are strengthened by group eWOM to promote favorable brand evaluations and attenuate negative impacts to the brand. Practical implications– Firms should leverage the ingrained associations between brand community identification, brand involvement and group eWOM in affecting brand community’s responses to insulate brand community from the impacts of negative events. Originality/value– The present study extends prior research on customer loyalty from an individual perspective to reveal the significance of group dynamics in influencing brand community’s response to negative events.
    Relation: Internet Research,23(4),414-438
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1108/IntR-06-2012-0107
    DOI: 10.1108/IntR-06-2012-0107
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML864View/Open
    IntR-06-2012-0107.pdf329KbAdobe PDF416View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback