Cultivating Brand Trust in Virtual Brand Communities: Differences between Posters and Lurkers

Abstract

This research proposes and empirically investigates the mechanism that translates virtual brand communities into members (both posters and lurkers) brand trust. Using a sample of 752 virtual brand communities’ members, the... [ view full abstract ]

Authors

  1. Sahar Mousavi (Manchester Business School, The University of Manchester)
  2. Stuart Roper (Bradford University School of Management)
  3. Kathy Keeling (Manchester Business School, The University of Manchester)

Topic Area

Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora

Session

PT2-BICR1 » Brand, Identity & Corporate Reputation (12:00 - Tuesday, 7th July)

Paper

AM_Conference_2015-published_in_the_proceeding.pdf

Presentation Files

The presenter has not uploaded any presentation files.