The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word-of-mouth advertising: The ZARA case

Online Information Review

Volumn 35, Issue 4, 2011, Pages 517-542

  Royo Vela, Marcelo ^a   Casamassima, Paolo ^b  

^a UNIVERSITY OF VALENCIA   (Spain)

^b IPREO LLC   (United Kingdom)

Author keywords

Advertising; Affective commitment; Brand loyalty; Customer relationship management; Customer satisfaction; Home shopping; Non participative belonging; Participative belonging; Satisfaction; Virtual brand communities; Virtual organizations; Word of mouth

Indexed keywords

CONSUMER BEHAVIOR; MARKETING; PUBLIC RELATIONS; SOCIAL NETWORKING (ONLINE); SURVEYS; VIRTUAL REALITY;

AFFECTIVE COMMITMENTS; BRAND LOYALTY; CUSTOMER RELATIONSHIP MANAGEMENT; HOME SHOPPING; NON-PARTICIPATIVE BELONGING; PARTICIPATIVE BELONGING; SATISFACTION; VIRTUAL BRAND COMMUNITIES; VIRTUAL ORGANIZATION; WORD OF MOUTH;

CUSTOMER SATISFACTION;

ADVERTISING; ARTICLE; CONSUMER; CONSUMER ATTITUDE; HUMAN; INTERVIEW; MANAGER; SAMPLE SIZE; SHOPPING; VALIDATION PROCESS;

EID: 84993102038     PISSN: 14684527     EISSN: None     Source Type: Journal    
DOI: 10.1108/14684521111161918     Document Type: Article

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