Publication:
Effect of brand community commitment on loyalty and brand outcomes in Iranian Samsung mobile users

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Issued Date

2018

Resource Type

Article

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application/pdf

ISSN

19064675

Other identifier(s)

2-s2.0-85050858961

Rights Holder(s)

Scopus

Bibliographic Citation

Journal of Behavioral Science. Vol 13, No.1 (2018), p.56-67

Suggested Citation

Pool A.K., Pool M.K., Manjiri H. Effect of brand community commitment on loyalty and brand outcomes in Iranian Samsung mobile users. Journal of Behavioral Science. Vol 13, No.1 (2018), p.56-67. Retrieved from: https://hdl.handle.net/20.500.14740/3912

Title

Effect of brand community commitment on loyalty and brand outcomes in Iranian Samsung mobile users

Author(s)

Pool A.K.
 Pool M.K.
 Manjiri H.

Abstract

The objective of this study was to investigate the effect of brand community commitment on loyalty and brand outcomes between Iranian Samsung mobile users. Cluster sampling method has been used to collect data from 384 mobile users. The instrument used in this quantitative research was a questionnaire which had been qualified for reliability and validity. The proposed hypotheses were tested using structural equation modeling (SEM). Path coefficients of all hypotheses were statistically significant in the predicted direction. Findings confirm that brand community commitment has a positive and significant impact on loyalty (repurchase intention, word-of-mouth, constructive complaint) and brand outcomes (brand attachment, brand commitment and brand trust). These results have some behavioral implications about brand community commitment and sustainable development, which are explained in the discussion and conclusion section. © 2018, Behavioral Science Research Institute.

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URI

https://hdl.handle.net/20.500.14740/3912

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Scopus: Year 1983-2021

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