Sökning: "Online Brand Communities OBCs"

Hittade 3 uppsatser innehållade orden Online Brand Communities OBCs.

  1. 1. The Role of Brand Experiences in Online Brand Communities: Examining the Effect of Brand Experience on Purchase Intention Through Brand Relationship

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felicia Do; Théo Caplet; [2021]
    Nyckelord :Online Brand Community; Brand Experience; Brand Relationship; Purchase Intention; Brand Trust; Brand Attachment; Brand Commitment; Business and Economics;

    Sammanfattning : Thesis Purpose: To better understand the influence that brand experience in Online Brand Communities (OBCs) has on purchase intention while clarifying the underlying mechanism of such relationship through brand relationship constructs. Moreover, to discover if there is a difference between consumer-run and company-managed OBCs in terms of brand experience. LÄS MER

  3. 2. Exploring value creative and value destructive practice through an online brand community: : The case of Starbucks.

    Magister-uppsats, Karlstads universitet/Avdelningen för företagsekonomi

    Författare :Uzezi Dia; [2015]
    Nyckelord :Netnography; Online Brand Communities OBCs ; Brand Communities; Value Co-creation; Value Co-destruction; Practice Theory; Consumer Culture Theory CCT ; Starbucks; My Starbucks Ideas; Computer-mediated communications CMC ; QSR NVivo 10; and Ethics.;

    Sammanfattning : This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community “My Starbucks Idea (MSI).” The objectives of the research are accomplished through a detailed explanation of the study’s stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. LÄS MER

  4. 3. The Fostering of Online Brand Communities - An Integrated Framework for Strategic Implementation

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Mathias Andersson; Per Holgård; [2011]
    Nyckelord :Företagsledning; management; Management of enterprises; Co-creation; Community engagement; Relationship marketing; Online brand community; Strategic social media marketing; Business and Economics;

    Sammanfattning : Purpose: The purpose of this thesis is to create an integrative understanding of how OBCs are fostered by developing a framework for strategic implementation. Methodology: The chosen method is of an explorative nature with an abductive approach. LÄS MER