日本情報経営学会誌
Online ISSN : 2189-9681
Print ISSN : 1882-2614
ISSN-L : 1882-2614
オンラインコミュニケーションとブランドロイヤルティに関する探索的研究(<特集>ITとマーケティング)
山本 奈央
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ジャーナル フリー

2010 年 30 巻 4 号 p. 58-68

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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).

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© 2010 日本情報経営学会
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