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Abstract
The final goal of all marketers’ effort is to achieve a high level of loyalty toward their brands. Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand loyalty creation. The aim of this research, based on European sample, is to fill the gap in understanding the product category loyalty and brand loyalty relation as an output of brand identification in the social network. In the aim to achieve that the structural equation model has been created based on 780 cases sample gathered across Poland, Germany and France among Facebook users from April to May 2016. The presented model reveals that brand loyalty is strongly mediated by category loyalty and that personal branding is a meaningful output of social network users’ brand identification. Presented study helps understand mechanisms of brand loyalty creation through social media in a better and more complete way.
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- Category:
- Monographic publication
- Type:
- rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
- Title of issue:
- 1st International Conference on Social Media Marketing 2017 strony 99 - 109
- Language:
- English
- Publication year:
- 2017
- Bibliographic description:
- Kucharska W.: Brand loyalty creation in the social network. Does the product category matter?// 1st International Conference on Social Media Marketing 2017/ ed. John Olotewo Wilmington, Delaware, USA : American Academic Research Society, 2017, s.99-109
- Verified by:
- Gdańsk University of Technology
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