Building Brand Loyalty through B-to-C, C-to-C Communication on the Brand Web(<Special Issue>IT and Marketing)

Abstract

The purpose of this paper to clarify Business-to-Consumer (B-to-C) communication and Consumer-to-Consumer Communication (C-to-C) influences on brand loyalty. The author of more recent studies have proposed that online community is regarded as a new tool for B-to-B and C-to-C communications, and online communication provides consumer with an opportunity of developing of B-to-C and C-to-C relationships. Through this empirical case study on brand loyalty to the Coop Kobe website, the author hopes to help the readers understand more clearly the concept of Business to Consumer Relationship Marketing (BCRM).