Hypotheses 1. Increased frequency of brand communication enhances brand loyalty.

Hypotheses 2. Brand communication that is expected, and is received or accessed when desired
by customers has a positive effect on brand loyalty.
Hypotheses 3. Activity in virtual brand communities increases customers brand knowledge and
loyalty.
Hypotheses 4. The more relevant and interesting customers perceive brands messages, the more
brand loyal they become.
Hypotheses 5. Increased time spent with the brand (online) by a customer increases brand
loyalty.
Hypotheses 6. Brand loyalty of customers who are active, and who initiate communication (i.e.
who make product inquiries, give feedback, update service profiles, etc.) is increased.