How to Improve Brand Identification through Virtual Community: The Role of Participation and Perceived Usefulness

Author

Wang, Zhaohui ; Sha, Zhenquan ; Gao, Guangwei ; Wen, Fei ; Wang, Xiaoyu

Author_Institution

Sch. of Bus. Adm., South China Univ. of Technol., Guangzhou

Volume

1

fYear

2008

fDate

19-19 Dec. 2008

Firstpage

15

Lastpage

18

Abstract

The present study focuses on the paths to improve brand identification through virtual community and emphasize the role of perceived usefulness and the participation. The rational is to provide tactics for practitioners to enhance their abilities to manage the virtual brand community. Results show differential effects among these relationships. Virtual brand community experience has a significant positive effect on perceived usefulness. Perceived usefulness not only exerts direct influence on brand identification but also affects indirectly through participation in community. Managerial implications are discussed and suggestions are made for future research directions.

Keywords

consumer behaviour; brand identification; participation; perceived usefulness; virtual brand community; Defense industry; Emotion recognition; Hydrogen; Industrial relations; Information management; Information systems; Internet; Seminars; Virtual groups; Weapons; brand identification; irtual brand identification experience; participation in community; perceived usefulness;

fLanguage

English

Publisher

ieee

Conference_Titel

Business and Information Management, 2008. ISBIM '08. International Seminar on

Conference_Location

Wuhan

Print_ISBN

978-0-7695-3560-9

Type

conf

DOI

10.1109/ISBIM.2008.36

Filename

5117420