Multimedia Technology IV – Farag, Yang & Jiao (Eds)
© 2015 Taylor & Francis Group, London, ISBN: 978-1-138-02794-7
How brand loyalty is affected by online brand community?
Ching-Wei Ho & Yu-Bing Wang
Department of Marketing, Feng Chia University, Taichung, Taiwan
Hsiang-Yuan Chang
IMBA, Feng Chia University, Taichung, Taiwan
ABSTRACT: The study reveals how brand loyalty is affected by the characteristics of online brand community,
i.e. the quality of information, relationship and service. A questionnaire survey with consumers was conducted
in this research for examining the proposed hypotheses. The results of this study indicated that brand loyalty
is affected directly by information quality of online brand community, and brand involvement plays a