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...