Do Identification and Knowledge Sharing Lead to Loyalty Among Lomo'S Community Member? A Comparison Study of Taiwan and Philippines

Sukoco, Badri Munir (2016) Do Identification and Knowledge Sharing Lead to Loyalty Among Lomo'S Community Member? A Comparison Study of Taiwan and Philippines. In: "International Conference of Organizational Innovation" (ICOI 2016), 26-28 Juli 2016, Beijing.

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With the burgeoning movement supporting customer empowerment and creativity in today's marketing arena. brand communities are just one of the consumer collectives that were developed in response to this call. This study examines whether members' identification toward the community might lead to loyalty toward the brand. This study empirically tests 'whether knovdedge sharing among members, either co-production or co-consumption - might have similar efleas. Further. this study examines whether cmss.cultural differences might moderate these effects on members* loyalty toward the brand. Through a survey among 200 Lomography community members from Taiwan and Philippines, three major findings are obtained_ First,. it is revealed that a strong social identification encourages members to share their knowledge among members and also on brand loyalty. Second. knowledge sharing has positive influence on members* loyalty toward Lomo. Finally. the positive influences of identification on knowledge sharing and brand loyalty is strengthened when they have higher social interaction inside the community., Managerial and academic implications are further discussed in this study.

Item Type: Conference or Workshop Item (Speech)
Uncontrolled Keywords: social identity, knowledge sharing. social interaction. brand loyalty, and brand community.
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology > HM711-806 Groups and organizations > HM756-781 Community
H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN41-46 Community centers. Social centers
Divisions: 04. Fakultas Ekonomi dan Bisnis
Sukoco, Badri
Depositing User: Nurma Harumiaty
Date Deposited: 19 Aug 2016 06:03
Last Modified: 19 Aug 2016 06:03
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