The effect of website usage and virtual community participation on brand relationships

International Journal of Internet Marketing and Advertising

Volumn 6, Issue 1, 2010, Pages 85-105

  Ellonen, Hanna Kaisa ^a   Tarkiainen, Anssi ^a   Kuivalainen, Olli ^a  

^a LAPPEENRANTA UNIVERSITY OF TECHNOLOGY   (Finland)

Author keywords

Brand loyalty; Brand relationship; Brand trust; Internet; Relationship marketing; Virtual community; Website usage; WOM; Word of Mouth

Indexed keywords

EID: 77957056880     PISSN: 14775212     EISSN: 17418100     Source Type: Journal    
DOI: 10.1504/IJIMA.2010.030434     Document Type: Article

References (81)

1. Aaker, D. A. (1991) Managing Brand Equity, New York: The Free Press.
2. Aaker, J., Fournier, S. and Brasel, A. (2004) 'When good brands do bad', Journal of Consumer Research, Vol. 31, No. 1, pp. 1-16.
3. Algesheimer, R., Dholokia, U. and Herrmann, A. (2005) 'The social influence of brand community: evidence from European car clubs', Journal of Marketing, Vol. 69, pp. 19-34.
4. Andersen, P. H. (2005) 'Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast', Industrial Marketing Management, Vol. 34, No. 3, pp. 285-297.
5. Antón, C., Camarero, C. and Carrero, M. (2007) 'The mediating effect of satisfaction on consumers' switching intention', Psychology & Marketing, Vol. 24, No. 6, pp. 511-538.
6. Arnould, E. and Thompson, C. (2005) 'Consumer Culture Theory (CCT): twenty years of research', Journal of Consumer Research, Vol. 31, March, pp. 868-882.
7. Bagozzi, R. P. and Dholakia, U. M. (2006a) 'Antecedents and purchase consequences of customer participation in small group brand communities', International Journal of Research in Marketing, Vol. 23, pp. 45-61.
8. Bagozzi, R. P. and Dholakia, U. M. (2006b) 'Open source software user communities: a study of participation in Linux user groups', Management Science, July, Vol. 52, No. 7, pp. 1099-1115.
9. Bagozzi, R. P., Dholakia, U. M. and Mookerjee, A. (2006) 'Individual and group bases of social influence in online environments', Media Psychology, Vol. 8, No. 2, pp. 95-126.
10. Bagozzi, R. P. and Yi, Y. (1988) 'On the evaluation of structural equation models', Journal of the Academy of Marketing Science, Vol. 16, Spring, pp. 74-95.
11. Bandyopadhyay, S. and Martell, M. (2007) 'Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study', Journal of Retailing and Consumer Services, Vol. 14, pp. 35-44.
12. Baron, R. M. and Kenny, D. A. (1986) 'The moderator-mediator variable distinction in social psychological research: conceptual, strategic and statistical considerations', Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182.
13. Bergkvist, L. and Rossiter, J. R. (2007) 'The predictive validity of multiple-item versus single-item measures of the same constructs', Journal of Marketing Research, Vol. 44, No. 2, pp. 175-184.
14. Berry, L. (1996) 'Retailers with a future', Marketing Management, Vol. 5, Spring, pp. 39-46.
15. Bhattacharya, C. and Bolton, R. (2000) 'Relationship marketing in mass markets', in J. N. Sheth and A. Parvatiyar (Eds.) Handbook of Relationship Marketing, Thousand Oaks, CA: Sage Publications, pp. 327-354.
16. Browne, M. and Cudeck, R. (1993) 'Alternative ways of assessing model fit', in K. Bollen and S. Long (Eds.) Testing Structural Equation Models, Newbury Park: Sage Publications, pp. 136-162.
17. Busacca, B. and Castaldo, S. (2003) 'Brand knowledge, brand trust and consumer response: a conceptual framework', 2nd Workshop Trust within and between Organizations, Amsterdam, The Netherlands.
18. Byrne, B. M. (2006) Structural Equation Modeling with AMOS. Basic Concepts, Applications, and Programming, Mahwah, NJ: Lawrence Erlbaum.
19. Casaló, L. V., Flavián, C. and Guinalíu, M. (2008) 'Promoting consumer's participation in virtual brand communities: a new paradigm in branding strategy', Journal of Marketing Communications, Vol. 14, No. 1, pp. 19-36.
20. Chan-Olmsted, S. (2006) Competitive Strategy for Media Firms. Strategic and Brand Management in Changing Media Markets, Mahwah, NJ: Lawrence Erlbaum Associates.
21. Chaudhuri, A. and Holbrook, M. P. (2001) 'The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty', Journal of Marketing, Vol. 65, pp. 81-93.
22. Chen, P-Y. and Hitt, L. M. (2002) 'Measuring switching costs and the determinants of customer retention in internet-enabled businesses: a study of the online brokerage industry', Information Systems Research, Vol. 13, No. 3, pp. 255-274.
23. Ching, H. and Ellis, P. (2006) 'Does relationship marketing exist in cyberspace?', Management International Review, Vol. 46, No. 5, pp. 557-572.
24. Cova, B. and Pace, S. (2006) 'Brand community of convenience products: new forms of customer empowerments - the case of "my Nutella the community"', European Journal of Marketing, Vol. 40, Nos. 9-10, pp. 1087-1105.
25. Delgado-Ballerster, E. (2004) 'Applicability of a brand trust scale across product categories. A multigroup invariance analysis', European Journal of Marketing, Vol. 38, Nos. 5-6, pp. 573-592.
26. Delgado-Ballester, E. and Munuera-Alemán, J. (2005) 'Does brand trust matter to brand equity?', The Journal of Product and Brand Management, Vol. 14, pp. 187-196.
27. Delgado-Ballester, E., Munuera-Alemán, J. and Yague-Guillen, M. (2003) 'Development and validation of a brand trust scale', International Journal of Market Research, Vol. 45, No. 1, pp. 35-54.
28. Dick, A. S. and Basu, K. (1994) 'Customer loyalty: toward an integrated conceptual framework', Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99-113.
29. Doney, P. and Cannon, J. (1997) 'An examination of the nature of trust in buyer-seller relationships', Journal of Marketing, Vol. 61, pp. 35-51.
30. Doyle, G. (2002) Understanding Media Economics, London: Sage Publications.
31. DuFrene, D., Engelland, B., Lehman, C. and Pearson, R. (2005) 'Changes in consumer attitudes resulting from participation in a permission e-mail campaign', Journal of Current Issues and Research in Advertising, Vol. 27, No. 1, pp. 65-77.
32. East, R., Hammond, K. and Lomax, W. (2008) 'Measuring the impact of positive and negative word of mouth on brand purchase probability', International Journal of Research in Marketing, Vol. 25, pp. 215-224.
33. Elliot, R. and Yannopoulou, N. (2007) 'The nature of trust in brands: a psychosocial model', European Journal of Marketing, Vol. 41, Nos. 9-10, pp. 988-998.
34. Fornell, C. and Larcker, D. F. (1981) 'Evaluating structural equation models with unobservable variables and measurement error', Journal of Marketing Research, Vol. 18, February, pp. 39-50.
35. Fournier, S. (1998) 'Consumers and their brands: developing relationship theory in consumer research', Journal of Consumer Research, Vol. 24, pp. 343-373.
36. Garbarino, E. and Johnson, M. (1999) 'The different roles of satisfaction, trust, and commitment in customer relationships', Journal of Marketing, Vol. 63, pp. 70-87.
37. Garcia, M. (2008) 'Magazines: a recent conference can teach us a few lessons', http://www.garciamedia.com/blog/articles/magazines.
38. Gounaris, S. and Stathakopoulos, V. (2004) 'Antecedents and consequences of brand loyalty: an empirical study', Journal of Brand Management, Vol. 11, No. 4, pp. 283-306.
39. Grönroos, C. (2004) 'The relationship marketing process: communication, interaction, dialogue, value', Journal of Business and Industrial Marketing, Vol. 19, No. 2, pp. 99-113.
40. Ha, H-Y. and Perks, H. (2005) 'Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust', Journal of Consumer Behaviour, Vol. 4, pp. 438-452.
41. Hair, J. F., Jr., Anderson, R. E., Tatham, R. L. and Black, W. C. (2006) Multivariate Data Analysis, Englewood Clifts: Prentice Hall.
42. Harrison-Walker, J. (2001) 'The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents', Journal of Service Research, Vol. 4, No. 1, pp. 60-75.
43. Hart, C. and Johnson, M. (1999) 'Growing the trust relationship', Marketing Management, Spring, pp. 8-19.
44. Horppu, M., Kuivalainen, O., Tarkiainen, A. and Ellonen, H-K. (2008) 'Online satisfaction, trust and loyalty, and the impact of the offline parent brand', Journal of Product and Brand Management, Vol. 17, No. 6, pp. 403-413.
45. Jacoby, J. and Kyner, D. B. (1973) 'Brand loyalty vs. repeat purchasing behavior', Journal of Marketing Research, Vol. 10, February, pp. 1-9.
46. Keller, K. L. (1993) 'Conceptualizing, measuring and managing customer-based brand equity', Journal of Marketing, Vol. 57, January, pp. 1-22.
47. Keller, K. L. (2003) Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 2nd ed., Upper Saddle River, NJ: Prentice-Hall.
48. Koh, J. and Kim, Y-G. (2004) 'Knowledge sharing in virtual communities: an e-business perspective', Expert Systems with Applications, Vol. 26, No. 2, pp. 155-166.
49. Lau, G. and Lee, S. (2000) 'Consumer's trust in a brand and the link to brand loyalty', Journal of Market Focused Management, Vol. 4, pp. 341-370.
50. Lindberg-Repo, K. and Grönroos, C. (2004) 'Conceptualizing communications strategy from a relational perspective', Industrial Marketing Management, Vol. 33, pp. 229-239.
51. Loo, R. (2002) 'A caveat of using single-item versus multiple-item scales', Journal of Managerial Psychology, Vol. 17, Nos. 1-2, pp. 68-76.
52. McAlexander, J., Schouten, J. and Koenig, H. (2002) 'Building brand community', Journal of Marketing, Vol. 66, pp. 38-54.
53. Merisavo, M. (2008) 'The interaction between digital marketing communication and customer loyalty. An intergrative model and research propositions', Helsinki School of Economics, Working paper, W-452.
54. Merisavo, M. and Raulas, M. (2004) 'The impact of e-mail marketing on brand loyalty', Journal of Product and Brand Management, Vol. 13, pp. 498-505.
55. Morgan, R. M. and Hunt, S. D. (1994) 'The commitment-trust theory of relationship marketing', Journal of Marketing, Vol. 58, No. 3, pp. 20-38.
56. Müller, B., Florès, L., Agrebi, M. and Chandon, J-L. (2008) 'The branding impact of brand websites: do newsletters and consumer magazines have a moderating role?', Journal of Advertising Research, Vol. 48, pp. 465-472.
57. Muniz, A. and O'Guinn, T. (2001) 'Brand community', Journal of Consumer Research, Vol. 27, No. 4, pp. 412-432.
58. Nysveen, H., Pedersen, P., Thorbjornsen, H. and Berthon, P. (2005) 'Mobilizing the brand. The effects of mobile services on brand relationships and main channel use', Journal of Service Research, Vol. 7, No. 3, pp. 257-276.
59. Odin, Y., Odin, N. and Valette-Florence, P. (2001) 'Conceptual and operational aspects of brand loyalty: an empirical investigation', Journal of Business Research, Vol. 53, No. 2, pp. 75-84.
60. Oliva, R. A. (1998) 'Playing the "web wild cards"', Marketing Management, Spring, pp. 51-54.
61. Oliver, R. (1999) 'Whence customer loyalty?', Journal of Marketing, Vol. 63, pp. 33-44.
62. Palmatier, R., Dant, R., Grewal, D. and Evans, K. (2006) 'Factors influencing the effectiveness of relationship marketing: a meta-analysis', Journal of Marketing, Vol. 70, pp. 136-153.
63. Payne, A., Storbacka, K., Frow, P. and Knox, S. (2009) 'Co-creating brands: diagnosing and designing the relationship experience', Journal of Business Research, Vol. 62, pp. 379-389.
64. Peppers, D. and Rogers, M. (2004) Managing Customer Relationships: A Strategic Framework, Hoboken, NJ: John Wiley and Sons.
65. Porter, C. (2004) 'A typology of virtual communities: a multi-disciplinary foundation for future research', Journal of Computer Mediated Communication, Vol. 10.
66. Preece, J. (2000) Online Communities. Designing Usability, Supporting Sociability, Chichester: Wiley.
67. Quester, P. and Lim, A. I. (2003) 'Product involvement/brand loyalty: is there a link?', Journal of Product and Brand Management, Vol. 12, No. 1, pp. 22-38.
68. Reinartz, W. and Kumar, V. (2003) 'The impact of customer relationship characters on profitable lifetime duration', Journal of Marketing, Vol. 67, pp. 77-99.
69. Shang, R-A., Chen, Y-C. and Liao, H-J. (2006) 'The value of participation in virtual communities on brand loyalty', Internet Research, Vol. 16, No. 4, pp. 398-418.
70. Sichtmann, C. (2007) 'An analysis of antecedents and consequences of trust in a corporate brand', European Journal of Marketing, Vol. 41, Nos. 9-10, pp. 999-1015.
71. Sisodia, R. and Wolfe, D. (2000) 'Information technology: its role in building, maintaining, and enhancing relationships', in J. Sheth and A. Parvatiyar (Eds.) Handbook of Relationship Marketing, Thousand Oaks: Sage Publications.
72. Söderholm, M. (2006) 'Measuring customer loyalty with multi-item scales', International Journal of Service Industry Management, Vol. 17, No. 1, pp. 76-98.
73. Srinivasan, S., Anderson, R. and Ponnavolu, K. (2002) 'Customer loyalty in e-commerce: an exploration of its antecedents and consequences', Journal of Retailing, Vol. 78, pp. 41-50.
74. Steenkamp, J-B. E. M. and Geyskens, I. (2006) 'How country characteristics affect the perceived value of web sites', Journal of Marketing, Vol. 70, July, pp. 136-150.
75. Swaminathan, V., Page, K. and Gürhan-Canli, Z. (2007) '"My" brand or "our" brand: the effects of brand relationship dimensions and self-construal on brand evaluations', Journal of Consumer Research, Vol. 34, pp. 248-259.
76. Szmigin, I., Canning, L. and Reppel, A. (2005) 'Online community: enhancing the relationship marketing concept through customer bonding', International Journal of Service Industry Management, Vol. 16, No. 5, pp. 480-496.
77. Thompson, M., MacInnis, D. and Park, C. (2005) 'The ties that bind: measuring the strength of consumers' emotional attachment to brands', Journal of Consumer Psychology, Vol. 15, pp. 77-91.
78. Thorbjornsen, H. and Supphellen, M. (2004) 'The impact of brand loyalty on website usage', Journal of Brand Management, Vol. 11, No. 3, pp. 199-208.
79. Thorbjornsen, H., Supphellen, M. and Nysveen, H. (2002) 'Building brand relationships online: a comparison of two interactive applications', Journal of Interactive Marketing, Vol. 16, No. 3, pp. 17-34.
80. Veloutsou, C. and Moutinho, L. (2009) 'Brand relationships through brand reputation and brand tribalism', Journal of Business Research, Vol. 62, pp. 314-322.
81. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996) 'The behavioral consequences of service quality', Journal of Marketing, Vol. 60, pp. 31-46.