Trust and loyalty in online brand communities

  1. Rafael Anaya-Sánchez 1
  2. Rocío Aguilar-Illescas 1
  3. Sebastián Molinillo 1
  4. Francisco J. Martínez-Lopez 2
  1. 1 Department of Business Management, University of Malaga, Spain
  2. 2 Department of Business Administration, University of Granada, Spain
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2020

Volumen: 24

Número: 2

Páginas: 177-191

Tipo: Artículo

DOI: 10.1108/SJME-01-2020-0004 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito – El objetivo de esta investigacion es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intencion de los miembros de la comunidad de recomprar dicha marca y de hablar bien electronicamente (eWOM) sobre la misma. Diseño/metodología/enfoque – El modelo de investigacion fue evaluado usando datos de una muestra de 628 usuarios de comunidades online de marca, mediante un modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales (PLS-SEM). Hallazgos – Los resultados muestran que la confianza en la marca afecta positivamente a la intencion de recompra y al eWOM positivo, directa e indirectamente a través de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad. Originalidad/valor – Esta investigación contribuye a la teoría y práctica del marketing al analizar el efecto combinado de la confianza en la marca y en la comunidad online de marca, en las relaciones consumidor-marca

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Información de financiación

This research was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación (PAIDI) de la Junta de Andalucía, Grupo SEJ-567, and the Universidad de Málaga, Andalucía Tech (Plan Propio de Investigación y Transferencia) (Spain).

Financiadores

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