... and brand loyalty (Kumar et al., 2023). Apps that elicit positive emotions from users are more likely to generate long-term engagement, as users associate the app with enjoyable experiences (Stocchi et al., 2022). Conversely, negative emotional experiences can lead to app abandonment...

... remained restricted to one country in their investigation, despite VBCs’ global reach. To fill these gaps, the work investigates the relationships amongst self-congruence with the brand (SCB), VBC satisfaction, affective brand engagement (ABE), VBC Engagement (VBCE), brand loyalty and electronic word...

...Linlin Liu; Renjing Liu; Matthew Lee; Jiawen Chen Purpose The purpose of this paper is twofold: first, to explain whether consumer engagement in social media brand communities (SMBCs) motivates consumer brand loyalty; and second, to explore the antecedents of consumer engagement by developing...

... modeling was used to analyze the data. The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate...

...Aihwa Chang; Sara H. Hsieh; Timmy H. Tseng Purpose Brand communities now play a significant role in building brand loyalty. Past researches focus on how brand community facilitates brand loyalty under normal market situations. Yet, limited research examines consumer responses to negative events...

...Rong‐An Shang; Yu‐Chen Chen; Hsueh‐Jung Liao Purpose To examine the effects of consumers' lurking and posting behaviors in virtual consumer communities on specific brand loyalty. Design/methodology/approach An online survey of a virtual community of Apple computer users was conducted to test...