A Study on the Impact of Brand Commitment Among Participants in Brand Community on Word-of-mouth, Brand Loyalty, and Consumer Happiness

抄録

Following an empirical investigation, this study revealed that brand commitment among participants in a brand community positively influences word-of-mouth, brand loyalty, and consumer happiness, offering various benefits to the operating companies. For example, it is expected to lead to the creation of long-term, high-quality word-of-mouth.