THE INFLUENCE OF BRAND COMMUNITY IDENTIFICATION TO BRAND LOYALTY AND BY WORD OF MOUTH ON BRANDS AND COMMUNITIES AT DJARUM BLACK CAR COMMUNITY IN SURABAYA

Suprihandari, Miya Dewi and Kurniawati, Yuli and Kusmayati, Nindya Kartika (2018) THE INFLUENCE OF BRAND COMMUNITY IDENTIFICATION TO BRAND LOYALTY AND BY WORD OF MOUTH ON BRANDS AND COMMUNITIES AT DJARUM BLACK CAR COMMUNITY IN SURABAYA. THE INFLUENCE OF BRAND COMMUNITY IDENTIFICATION TO BRAND LOYALTY AND BY WORD OF MOUTH ON BRANDS AND COMMUNITIES AT DJARUM BLACK CAR COMMUNITY IN SURABAYA. ISSN 2356-3206

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Official URL: https://icoen.org/icoen2018/

Abstract

The growing number of customer communities has lately influenced the brand's development strategy, as the existence of the community has proven to be very influential for the brand preference used by members of the community. The brand community needs to get the most attention especially regarding the role of identification. Identification within the brand community is key to understanding the brand community and having an effect on the relevant consequences. Community identification positively affects brand engagement and strengthens community loyalty. Both brand affect and community loyalty can influence brand loyalty and word of mouth about brands and communities.In a study involving 187 members of the Djarum Black Car Community community in Surabaya using qualitative descriptive analysis techniques, the results show that community identification has a significant positive effect on brand affect and community loyalty. In addition, brand affect and community loyalty also have a significant positive impact on brand loyalty, evangelism brand, and community evangelism.

Item Type:	Article
Uncontrolled Keywords:	brand community, brand affect, community loyalty, brand loyalty, evangelism brand, community evangelism
Subjects:	Ekonomi Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	26 Oct 2021 11:37
Last Modified:	26 Oct 2021 11:37
URI:	http://repository.stiemahardhika.ac.id/id/eprint/2366

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