Online brand community and consumer brand trust: Analysis from Czech millennials

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63551358" target="_blank" >RIV/70883521:28120/22:63551358 - isvavai.cz</a>

Result on the web

<a href="https://www.tandfonline.com/doi/full/10.1080/23311975.2022.2149152" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/23311975.2022.2149152</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/23311975.2022.2149152" target="_blank" >10.1080/23311975.2022.2149152</a>

Result language

angličtina

Original language name

Online brand community and consumer brand trust: Analysis from Czech millennials

Original language description

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However, the relationships between these online communities and brand trust are less explored in the literature, given the fact that consumers and users of information are core beneficiaries of these communities. The study, hence, adopted a referral (snowball) method of sampling technique to identify and gather data from social media users who are mainly millennials from the Czech Republic. Five hypotheses were tested using PLS-SEM with 534 valid respondents. The results show that online brand community has a direct significant effect on consumer’s brand trust, and indirect significant via the mediating role of peer-to-peer interaction and consumer brand engagement. Hence, the research provides managers (brand practitioners) with new insights regarding the motivations (brand promise and trust) as consequence of interacting in online brand communities. Again, this study enhances social media marketing and branding literature for researchers and practitioners to leverage on the relevance of online brand community for a firm’s competitive edge. Limitation and future research directions are considered.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50201 - Economic Theory

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Cogent Business and Management

ISSN

2331-1975

e-ISSN

—

Volume of the periodical

9

Issue of the periodical within the volume

1

Country of publishing house

GB - UNITED KINGDOM

Number of pages

16

Pages from-to

nestrankovano

UT code for WoS article

000890239300001

EID of the result in the Scopus database

2-s2.0-85142794442