IMPACT OF ONLINE BRAND COMMUNITY CHARACTERISTICS ON BRAND LOYALTY OF CONSUMERS OF PAKISTAN

Asif Hussain Samo; Rumessa Rani; Preet Fatima

doi:10.58921/jossams.02.01.034

Asif Hussain Samo Lecturer in Department of Business Administration at Sindh Madressatul Islam University, Karachi
Rumessa Rani Student in Department of Business Administration at Sindh Madressatul Islam University, Karachi, Pakistan
Preet Fatima Student in Department of Business Administration at Sindh Madressatul Islam University, Karachi, Pakistan

DOI: https://doi.org/10.58921/jossams.02.01.034

Keywords: Online brand community characteristics, interaction, Information, Reward for activities, brand loyalty

Abstract

Online brand communities are fading the barriers between the producers and consumers. They are creating change in purchasing behavior of consumers. Online brand community characteristics are studied internationally. Companies in Pakistan are also making brand communities from past few years to create the customer bond with brand. The aim of this study is to identify the impact of online brand community characteristics, information, rewards for activities and interaction, on brand loyalty. This study is based on quantitative approach and the data was collected from the sample of 326 internet users of Pakistan with survey method through adopted questionnaire. The linear Regression method is used for the measurement and to test the hypothesis. The results suggest that online brand community characteristic, information, has positive moderate impact on the brand loyalty. Other two characteristics, interaction, and reward, shows week impact on brand loyalty. This has implication for marketers in Pakistan to focus on information characteristic in online brand community programs, it also provides background for further studies in this regard.