An Empirical Investigation of the Dynamics of Relationship Development in Brand Community

Miri Chung, University of Rhode Island, USA
Seung Kyoon Shin, University of Rhode Island, USA
Hillary Leonard, University of Rhode Island, USA
The current research investigates the determinants of consumer loyalty in the context of brand communities and proposes an empirical model, considering two perspectives of consumer loyalty development process: communication between consumer and company, and communication among consumers. We suggest that network centrality plays an important role in determining consumer loyalty.
[ to cite ]:
Miri Chung, Seung Kyoon Shin, and Hillary Leonard (2013) ,"An Empirical Investigation of the Dynamics of Relationship Development in Brand Community", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.