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Dr. Lucia Porcu
Department of Marketing and Market Research, Universidad de Granada, Granada 18071, Spain

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Research Keywords & Expertise

0 E-wom
0 Integrated marketing communications
0 Customer brand engagement
0 Omnichannel communication
0 Digital consumption

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Journal article
Published: 26 August 2019 in Sustainability
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The purpose of this study is to assess the antecedent role of brand experience (BE) in the intention to forward online company-generated content (CGC) within an online Islamic banking sector. The present study analyzed 387 valid responses collected through an online survey conducted among a number of online Islamic bank customers in Palestine. The results of this study revealed that BE has a stronger influence on customers’ intention to forward online company-generated contents. This research pioneers the empirical research in Palestinian Islamic banking systems exploring the instrumental role of BE on customers’ engagement behaviors, as well as the intention to forward online CGC. In addition, this research aims to fill the existing gap in the under-researched area of the online branding of Islamic banking services.

ACS Style

Mahmoud Yasin; Lucia Porcu; Francisco Liébana-Cabanillas. The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-generated Content. Sustainability 2019, 11, 4649 .

AMA Style

Mahmoud Yasin, Lucia Porcu, Francisco Liébana-Cabanillas. The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-generated Content. Sustainability. 2019; 11 (17):4649.

Chicago/Turabian Style

Mahmoud Yasin; Lucia Porcu; Francisco Liébana-Cabanillas. 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-generated Content." Sustainability 11, no. 17: 4649.

Journal article
Published: 20 August 2019 in Journal of Retailing and Consumer Services
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The 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.

ACS Style

Mahmoud Yasin; Francisco Liébana-Cabanillas; Lucia Porcu; Rasem N. Kayed. The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. Journal of Retailing and Consumer Services 2019, 52, 101902 .

AMA Style

Mahmoud Yasin, Francisco Liébana-Cabanillas, Lucia Porcu, Rasem N. Kayed. The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. Journal of Retailing and Consumer Services. 2019; 52 ():101902.

Chicago/Turabian Style

Mahmoud Yasin; Francisco Liébana-Cabanillas; Lucia Porcu; Rasem N. Kayed. 2019. "The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine." Journal of Retailing and Consumer Services 52, no. : 101902.