Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities

作者：

Highlights：

• Interactive characteristics of brand community make members perceive many benefits.

• Brand community activity is most influential on perceived benefits of members.

• Hedonic, social, and learning benefits positively affect community commitments.

• Community commitments positively affect oppositional brand loyalty.

摘要

•Interactive characteristics of brand community make members perceive many benefits.•Brand community activity is most influential on perceived benefits of members.•Hedonic, social, and learning benefits positively affect community commitments.•Community commitments positively affect oppositional brand loyalty.

论文关键词：Online brand community,Oppositional brand loyalty,Community interaction characteristics,Perceived benefits,Community commitment

论文评审过程：Available online 26 September 2013.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.08.005