Trust and loyalty in online brand communities

Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM). Findings The results show that brand trust positively...