The Resource Online brand communities and consumer brand perceptions, Caitlin Johnson

Online brand communities and consumer brand perceptions, Caitlin Johnson

Label
Online brand communities and consumer brand perceptions
Title
Online brand communities and consumer brand perceptions
Statement of responsibility
Caitlin Johnson
Creator
Contributor
Degree granting institution
Thesis advisor
Subject
Genre
Language
eng
Summary
This journalism master's project includes a professional work component and a research component. The professional work component details the author's experiences working in account management at Propaganda, Inc. Field notes and samples of work are included. In the research component the author examines the relationship between membership in an online brand community (such as Facebook) and loyalty to that brand as well as negative feelings toward a competing brand. The author concludes that "there is a significant positive relationship between membership in an online brand community and attitude and loyalty toward the brand. However, no significant negative relationship was found between membership in an online brand community and attitude and loyalty towards the competing brand." (p. 13) This section includes a literature review, user surveys administered and an analysis of the results of the survey
Cataloging source
MUU
http://library.link/vocab/creatorName
Johnson, Caitlin
Index
no index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1966-
http://library.link/vocab/relatedWorkOrContributorName
  • Bolls, Paul David
  • University of Missouri--Columbia
http://library.link/vocab/subjectName
  • Propaganda, Inc.
  • Online social networks
  • Brand loyalty
  • Consumers
  • Journalists
  • Journalists
Label
Online brand communities and consumer brand perceptions, Caitlin Johnson
Instantiates
Publication
Note
  • "Fall 2010."
  • Professional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia
  • Committee chair: Paul Bolls
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
698126758
Dimensions
28 cm
Extent
69 leaves
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
System control number
(OCoLC)698126758
Label
Online brand communities and consumer brand perceptions, Caitlin Johnson
Publication
Note
  • "Fall 2010."
  • Professional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia
  • Committee chair: Paul Bolls
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
698126758
Dimensions
28 cm
Extent
69 leaves
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
System control number
(OCoLC)698126758

Library Locations

    • Journalism LibraryBorrow it
      102 Reynolds Jrnlism Institute, Columbia, MO, 65211, US
      38.947290 -92.328025
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