How Consumer's Satisfaction with Online Brand Communities Influences Brand Relationship Quality and Loyalty? (How Consumer's Satisfaction with Online Brand Communities Influences Brand Relationship Quality and Loyalty?)

This article presents a conceptual framework of online brand community satisfaction and consequences of online brand community satisfaction. The authors test the proposed model using data from university students. The pivotal findings via the structural equation model in the study are as follows. First, it has been found that online brand community satisfaction has a positive (+) influence on the brand trust and satisfaction. Second, it has been found that the level of satisfaction for the online brand communities has a positive (+) influence on the brand loyalty. Third, it has been found that the level of brand satisfaction has a positive influence not only on the brand trust, but also on the brand loyalty. Fourth, it has been found that the brand trust has a positive (+) influence on the brand loyalty. The results present that the online brand communities have been thought to be useful marketing tools to build brand relationship quality and to improve brand loyalty.

This article presents a conceptual framework of online brand community satisfaction and consequences of online brand community satisfaction. The authors test the proposed model using data from university students. The pivotal findings via the structural equation model in the study are as follows. First, it has been found that online brand community satisfaction has a positive (+) influence on the brand trust and satisfaction. Second, it has been found that the level of satisfaction for the online brand communities has a positive (+) influence on the brand loyalty. Third, it has been found that the level of brand satisfaction has a positive influence not only on the brand trust, but also on the brand loyalty. Fourth, it has been found that the brand trust has a positive (+) influence on the brand loyalty. The results present that the online brand communities have been thought to be useful marketing tools to build brand relationship quality and to improve brand loyalty.