Three-dimensional brand loyalty and virtual customer relationships on social media-based brand community

• Main Authors: Sharif, Ayesha, Sulaiman, Zuraidah
• Format: Article
• Language: English
• Published: Blue Eyes Intelligence Engineering & Sciences Publication 2019
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utm.my/id/eprint/88651/1/ZuraidahSulaiman2019_ThreeDimensionalBrandLoyaltyandVirtual.pdf; http://eprints.utm.my/id/eprint/88651/; https://www.ijrte.org/wp-content/uploads/papers/v8i3S2/C12501083S219.pdf

The aim of this research was to investigate how to manage digital consumer relationships (i.e. Customer-centric model) on social media brand community and to influence three-dimensional brand loyalty (i.e. cognitive, affective, and behavioral loyalty). This study depicts how different factors and bu...