What is it about?
The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms.
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Why is it important?
The present study provides novel insight to understand consumer-brand relationships on social media platforms.
Perspectives
The present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant.
Dr. Vinod Kumar
Symbiosis Institute of Business Management (SIBM), Pune
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This page is a summary of: Examining consumer-brand relationships on social media platforms, Marketing Intelligence & Planning, February 2018, Emerald,
DOI: 10.1108/mip-05-2017-0088.
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