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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/545

Title: Factors affecting consumer-initiated online brand community commitment and brand loyalty : case study of www.yaris-club.net
Authors: Naphajira Sangjindavong
Keywords: Consumer behavior
Electronic discussion groups
Issue Date: 2009
Publisher: Bangkok University
Abstract: This study was undertaken with the objectives: (1) to examine the factors that affecting the community commitment of members of consumer-initiated online brand community, focusing on members of yaris-club.net; (2) to examine whether community commitment of members of yarisclub. net affect their loyalty toward Yaris car. This research analysis is based on qualified 400 questionnaires that were collected from members of yaris-club.net through email and Google docs. Implications of the result suggests that interaction and reward for activities have positively effect on community commitment of yaris-club.net members, while another two characteristics (quality of information and quality of system) have no positive effect on community commitment of yarisclub. net members. This research also presented that high community commitment lead to brand loyalty.
Description: Independent study (MBA)--Graduate School, Bangkok University, 2009
Subjects: Consumer behavior--Research
Consumer behavior--Case studies
Computer bulletin boards--Research
Electronic discussion groups--Research
Brand loyalty--Research
Brand choice--Research
Toyota automobiles--Web sites--Research
Advisor(s): Wuthichai Sitthimalakorn
URI: http://dspace2.bu.ac.th/jspui/handle/123456789/545
Appears in Collections:Independent Studies - Master
Independent Studies

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