DSpace at Bangkok University >
Cluster of Business & Management >
School of Business Administration >
Master Degree >
Independent Studies >
Please use this identifier to cite or link to this item:
|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
|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
Toyota automobiles--Web sites--Research
|Advisor(s): ||Wuthichai Sitthimalakorn|
|Appears in Collections:||Independent Studies|
Independent Studies - Master
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.