The impact of online brand community on electronic word-of-mouth communications

Detalhes bibliográficos
Autor(a) principal: Beirão, Bernardo de Figueiredo Mateus
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/10325
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling The impact of online brand community on electronic word-of-mouth communicationsElectronic word of mouthBrand communityVirtual communityProduct recommendationsA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThrough brand communities, people share essential resources that may be cognitive, emotional and material in nature. They have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty towards competing brands. This project explored how brand consumers belonging versus not belonging to a brand community; evaluate electronic word-of-mouth messages about the latest product released by Apple, the iPad. Each participant was exposed to a positive or negative product review and then surveyed. Evidence suggests that positive and negative consumer online recommendations provoke stronger reactions inside members of the community.NSBE - UNLDe Wilde, ElsRUNBeirão, Bernardo de Figueiredo Mateus2013-08-08T12:55:33Z2010-052010-05-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/10325enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:44:02Zoai:run.unl.pt:10362/10325Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:24.171806Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of online brand community on electronic word-of-mouth communications
title The impact of online brand community on electronic word-of-mouth communications
spellingShingle The impact of online brand community on electronic word-of-mouth communications
Beirão, Bernardo de Figueiredo Mateus
Electronic word of mouth
Brand community
Virtual community
Product recommendations
title_short The impact of online brand community on electronic word-of-mouth communications
title_full The impact of online brand community on electronic word-of-mouth communications
title_fullStr The impact of online brand community on electronic word-of-mouth communications
title_full_unstemmed The impact of online brand community on electronic word-of-mouth communications
title_sort The impact of online brand community on electronic word-of-mouth communications
author Beirão, Bernardo de Figueiredo Mateus
author_facet Beirão, Bernardo de Figueiredo Mateus
author_role author
dc.contributor.none.fl_str_mv De Wilde, Els
RUN
dc.contributor.author.fl_str_mv Beirão, Bernardo de Figueiredo Mateus
dc.subject.por.fl_str_mv Electronic word of mouth
Brand community
Virtual community
Product recommendations
topic Electronic word of mouth
Brand community
Virtual community
Product recommendations
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2010
dc.date.none.fl_str_mv 2010-05
2010-05-01T00:00:00Z
2013-08-08T12:55:33Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/10325
url http://hdl.handle.net/10362/10325
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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