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Publication
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| Research Title |
Brand Passion, Online Brand Community, And Online Brand Advocacy: of Football Fan Clubs |
| Date of Distribution |
20 April 2022 |
| Conference |
| Title of the Conference |
International Conference on Impact of R & D on Business Economics, Management, Social Sciences, Banking & Finance (BESST) |
| Organiser |
Bali Institute of Research Excellence |
| Conference Place |
Hotel Santika Seminyak Bali |
| Province/State |
Bali |
| Conference Date |
20 April 2022 |
| To |
21 April 2022 |
| Proceeding Paper |
| Volume |
6 |
| Issue |
32 |
| Page |
17-20 |
| Editors/edition/publisher |
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| Abstract |
The main objective of this study is to use the Quantitative Research Method to analyze the correlation between brand passion, online brand community, and online brand advocacy of football fan clubs. The data was collected through an online survey of 400 participants from the Khobsanam, Gangzababall, and Goal Thailand fan pages. In addition, Structural Equation Modeling (SEM) was used for analysis. The results indicated that the brand passion has a direct influence on online brand community through a reliability. As a result, a reliability of the brand passion model was 73% of all online brand communities. Furthermore, the online brand communities also directly influence online brand Advocacy, with a reliability of 74%. |
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| Peer Review Status |
ไม่มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย