Please use this identifier to cite or link to this item: http://repository.aaup.edu/jspui/handle/123456789/208
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dc.contributor.authoryasin, mahmoud $AAUP$Palestinian-
dc.contributor.authorcabanillas, francisco liébana$Other$Other-
dc.contributor.authorPorcu, lucia$Other$Other-
dc.contributor.authorN. Kayed, Rasem N. Kayed$Other$Other-
dc.date.accessioned2020-01-25T07:28:59Z-
dc.date.available2020-01-25T07:28:59Z-
dc.date.issued2019-08-05-
dc.identifier.citation101902en_US
dc.identifier.issn101902-
dc.identifier.urihttp://repository.aaup.edu/jspui/handle/123456789/208-
dc.description.abstractThe purpose of this study is twofold: Firstly, to assess the impact of customer online brand experience (COBE) with online banking on customer's intention to forward online company-generated content (CGC). Secondly, to explore the role of online brand community engagement (OBCE) and the perceived trust of brand community page (BCP) as mediating variables between COBE and the intention to forward online CGC. This research conducted an online survey among various Islamic bank customers in Palestine who were members of online brand communities (fan pages) on Facebook. 375 valid responses were collected and results revealed that COBE exerts a dual influence on intention to forward CGC. This study is a pioneering empirical research on the role of OBCE in customers' intention to forward online CGC within the fast-growing Islamic banking industry. This study contributes to fill this research gap by assessing the effect of COBE on OBCE and intention to forward online CGC within the context of the Islamic online banking sector in Palestine. In this sense, this study is a first-of-its-kind research on the role of experience on customer engagement with regard to online brand communities of Islamic banks.en_US
dc.language.isoenen_US
dc.publisherJournal of Retailing and Consumer Servicesen_US
dc.subjectcustomer online brand experienceen_US
dc.subjectbrand Online brand community engagementen_US
dc.subjectCompany-generated contenten_US
dc.subjectIslamic Bankingen_US
dc.subjectIntention to forwarden_US
dc.titleTHE ROLE OF CUSTOMER ONLINE BRAND EXPERIENCE IN CUSTOMERS' INTENTION TO FORWARD ONLINE COMPANY-GENERATED CONTENT: THE CASE OF THE ISLAMIC ONLINE BANKING SECTOR IN PALESTINEen_US
dc.title.alternativeTHE ROLE OF CUSTOMER ONLINE BRAND EXPERIENCE IN CUSTOMERS' INTENTION TO FORWARD ONLINE COMPANY-GENERATED CONTENT: THE CASE OF THE ISLAMIC ONLINE BANKING SECTOR IN PALESTINEen_US
dc.typeArticleen_US
Appears in Collections:Faculty & Staff Scientific Research publications

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