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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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