Essays about: "Online Brand Communities OBCs"

Found 2 essays containing the words Online Brand Communities OBCs.

1. 1. The Role of Brand Experiences in Online Brand Communities: Examining the Effect of Brand Experience on Purchase Intention Through Brand Relationship

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felicia Do; Théo Caplet; [2021]
   Keywords : Online Brand Community; Brand Experience; Brand Relationship; Purchase Intention; Brand Trust; Brand Attachment; Brand Commitment; Business and Economics;

   Abstract : Thesis Purpose: To better understand the influence that brand experience in Online Brand Communities (OBCs) has on purchase intention while clarifying the underlying mechanism of such relationship through brand relationship constructs. Moreover, to discover if there is a difference between consumer-run and company-managed OBCs in terms of brand experience. READ MORE

3. 2. Exploring value creative and value destructive practice through an online brand community: : The case of Starbucks.

   University essay from Karlstads universitet/Avdelningen för företagsekonomi

   Author : Uzezi Dia; [2015]
   Keywords : Netnography; Online Brand Communities OBCs ; Brand Communities; Value Co-creation; Value Co-destruction; Practice Theory; Consumer Culture Theory CCT ; Starbucks; My Starbucks Ideas; Computer-mediated communications CMC ; QSR NVivo 10; and Ethics.;

   Abstract : This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community “My Starbucks Idea (MSI).” The objectives of the research are accomplished through a detailed explanation of the study’s stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. READ MORE