Long live friendship? Relationships among friendship, trust and brand loyalty: a study of Starbucks
by Yu-Chun Chung; Shu-Hsien Liao; Wen-Jung Chang
International Journal of Web Based Communities (IJWBC), Vol. 14, No. 4, 2018

Abstract: Undoubtedly, Facebook has become a rapidly emerging social media during recent decades. It has not only successfully expanded the traditional 'consumer-brand' relationship from the physical channels to the virtual ones, but also shaped complete interaction/communication model between corporate brand and consumers by aggressively build up its brand community. Though Starbucks has already been a well-known brand in Taiwan, few of social media studies has concerned with the influence of friendship and trust on fan's brand loyalty. In view of this, this study based on 340 valid fan samples from Starbuck's fan pages used structural equation modelling (SEM) to validate the research hypotheses. The empirical findings showed that friendship and trust both impact fans' brand loyalty to Starbucks while friendship also influenced trust. Besides, the moderated effect of consumer personality partially existed in our research model.

Online publication date: Tue, 13-Nov-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com