The Effect of Loyalty toward Online Brand Community on Brand Attitude and Purchase Intention

Abstract

There have been few studies regarding online community, particularly that of brands, despite increasing importance not only as a direct communication channel between a company and the customers but also as medium of voluntary information exchange among consumers. The present study aims to contribute to the understanding of the role of online brand community in developing and enhancing brand equity, in terms of brand attitude and the customers’ purchase intention. Empirical study utilizing survey data indicates the following. First, the higher the extent to which the member experiences fulfilled needs, membership, influence, and emotional ties, the greater their loyalty toward the online brand community, measured by frequency of visits, amount of participation and shared information, etc. Second, loyalty toward the online brand community turns out to be positively correlated with brand knowledge, brand attitude, and purchase intention. Finally, brand knowledge works for more favorable attitude toward the brand, and then positive brand attitude leads to greater purchase intention. The empirical results provide several managerial insights for the marketers actively seeking to utilize online communities as effective marketing channel