The impact of value creation practices on brand trust and loyalty in a Samsung Galaxy online brand community in Iran

The new and emerging modes of communication and advertising such as word-of-mouth have enthralled many to discover cheaper and more effective ways of marketing goods or services.

The impact of value creation practices on brand trust and loyalty in a Samsung Galaxy online brand community in Iran

Seyed Alireza Mosavi and Maryam Kenarehfard

Introduction

According to brand research one of the main aims of building and enhancing brand communities is to make customers loyal to the brand (McAlexander & Schouten, 1998; McAlexander, Schouten, John, & Koening, 2002; Muniz & O'Guinn, 2001; Schau, Muniz, & Arnould, 2009; Zhou, Zhang, Su, & Zhou, 2011). Although there is evidence, how the process of becoming more loyal to the brand happens is still not clear. Researchers ( e.g., Laroche...

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