Enhancing Brand Loyalty Through Online Brand Community: The Role of Value Creation Process, Brand Love, and Trust
Abstract
This study aims to investigate the interrelationships among value creation process, brand love, brand trust, and brand loyalty. The data were gathered from one hundred and fifty Nikon Camera’s online brand community members, who were selected using purposive sampling, and were analyzed through Structural Equation Modelling. The results show that value creation process significantly affects trust, brand love, and brand loyalty. Furthermore, trust is proven affecting brand love and brand loyalty. As an emerging construct in marketing literature, brand love is found to have a significant role in enhancing the loyalty of on-line community members. The results imply that value creation process through online community is regarded as important in strengthening customers’ loyalty toward a particular brand. Moreover, this current study suggests that brand loyalty will be higher when customers put more trust and fall in love with the brand. Despite the significance of the study, this current study has few limitations that can be overcome by future research as discussed in the last section of this article.
Keywords: value creation, trust, brand love, brand loyalty, on-line community
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