期刊名称：IJEBD (International Journal of Entrepreneurship and Business Development)
印刷版ISSN：2597-4750
电子版ISSN：2597-4785
出版年度：2022
卷号：5
期号：1
页码：128-139
DOI：10.29138/ijebd.v5i1.1618
语种：English
出版社：LPPM of Narotama University Surabaya
摘要：This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community.
