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Brand Community Loyalty

BCLOYCommitment to continued membership in a brand community
3 items 2005 α 0.84 Free Algesheimer, R., Dholakia, U. M., & Herrmann, A.

What it measures

Three items measure a person's commitment to remaining in a brand community, including perceived exit barriers, willingness to pay, and continuance intention.

Citation

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.

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