چکیده مقاله
In today’s competitive marketplace with increasing media clutter, the task of brand building has become more important and challenging than ever Employing a BrandCommunity appears to be an effective approach to build and maintain such consumer–brand relationships Also the advent ofthe Internet has made it possible to establish spontaneous, non– geographically bound brand communities in cyberspace The online brand community has become a powerful tool giving insights into consumer needs, interests, worries and behaviors and is a great way to build trust and loyalty among your currentand future customers This paper, tries to provide better understanding of the importance and characteristics of onlinebrand communities through the lens of academic research Then, we explore and introduce the most influential factors those affect or are affected by online brand communities
کلیدواژهها
نویسندگان
Faranak Abolmasum
Department of industrial Engineering Khaje nasir University of technology, Tehran, Iran
Monireh Hosseini
Department of industrial Engineering Khaje nasir University of technology, Tehran, Iran
شیوه ارجاع
Abolmasum, Faranak and Hosseini, Monireh,1394,Characteristics and Influential Factors of Online Brand Communities,9th International Conference on e-Commerce with focus on E-Business,Mashhad
ارائهشده در
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