Do Identification and Knowledge Sharing Lead to Loyalty Among Lomo'S Community Member? A Comparison Study of Taiwan and Philippines
| Main Author: | Sukoco, Badri Munir |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2016
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| Subjects: | |
| Online Access: |
http://repository.unair.ac.id/41225/1/Badri%20Munir%20Sukoco03_Prosiding%20ICOI%202016.pdf http://repository.unair.ac.id/41225/2/Badri%20Munir%20Sukoco03_Prosiding%20ICOI%202016_Sertifikat.pdf http://repository.unair.ac.id/41225/3/Badri%20Munir%20Sukoco_Riviewer%20Karya%20Ilmiah003.pdf http://repository.unair.ac.id/41225/ http://www.iaoiusa.org/2016icoi/ |
Daftar Isi:
- With the burgeoning movement supporting customer empowerment and creativity in today's marketing arena. brand communities are just one of the consumer collectives that were developed in response to this call. This study examines whether members' identification toward the community might lead to loyalty toward the brand. This study empirically tests 'whether knovdedge sharing among members, either co-production or co-consumption - might have similar efleas. Further. this study examines whether cmss.cultural differences might moderate these effects on members* loyalty toward the brand. Through a survey among 200 Lomography community members from Taiwan and Philippines, three major findings are obtained_ First,. it is revealed that a strong social identification encourages members to share their knowledge among members and also on brand loyalty. Second. knowledge sharing has positive influence on members* loyalty toward Lomo. Finally. the positive influences of identification on knowledge sharing and brand loyalty is strengthened when they have higher social interaction inside the community., Managerial and academic implications are further discussed in this study.