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The impact of brand pages on brand page commitment and brand commitment in the context of social networking sites
Brandt, Céline; Dessart, Laurence; Pahud de Mortanges, Charles
20112011 Thought Leaders International Conference on Brand Management
 

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Keywords :
Brand Page; Brand Community; Social Network Site
Abstract :
[en] This study is an investigation of the impact of brand pages on Social Networking Sites (SNS) in the creation of brand commitment. The main determinants of brand page commitment are evaluated before assessing its impact on brand commitment. Subsequently, some of the potential consequences of brand commitment are assessed. The empirical part of the study was conducted in collaboration with Netlog, the first European SNS. A questionnaire assessing the 9 variables of the model was answered by a sample of 250 Netlogers. The results show that the main determinants of brand page commitment are the freedom to express on the brand page and the recognition for contributing to it. Furthermore, the study revealed a favorable impact of brand page commitment on brand commitment. The two validated consequences of brand commitment in such a context are the intention to generate positive word-of-mouth about the brand and the willingness to co-produce.
Research center :
Marketing
Disciplines :
Marketing
Author, co-author :
Brandt, Céline ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Dessart, Laurence  
Pahud de Mortanges, Charles  ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Language :
English
Title :
The impact of brand pages on brand page commitment and brand commitment in the context of social networking sites
Publication date :
March 2011
Number of pages :
20
Event name :
2011 Thought Leaders International Conference on Brand Management
Event organizer :
University of Lugano
Event place :
Lugano, Switzerland
Event date :
Du 11 au 12 mars 2011
Audience :
International
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since 02 January 2013

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