Participant diversity and expressive freedom in firm-managed and customer-managed brand communities
Visualizar/abrir
Data
2013Autor
Tipo
Assunto
Abstract
We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-relevant outcomes. We test our hypotheses by estimating a structural equation model and conducting multiple sample analysis with survey data obtained from two leading XBOX brand communities in Brazil. Re ...
We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-relevant outcomes. We test our hypotheses by estimating a structural equation model and conducting multiple sample analysis with survey data obtained from two leading XBOX brand communities in Brazil. Results reveal that greater demographic and psychographic diversity hinder learning and trust in the community’s manager, but expressive freedom has a positive impact on identification with the community. The levels of expressive freedom and demographic diversity are lower yet their respective effects are stronger in the firm-managed community, whereas psychographic diversity is much less, but it has stronger negative effects, in the customer-managed community. ...
Contido em
BAR. Brazilian Administration Review. Curitiba, PR. Vol. 10, n. 2 (Apr./June 2013), p. 195-218
Origem
Nacional
Coleções
-
Artigos de Periódicos (39330)Ciências Sociais Aplicadas (3980)
Este item está licenciado na Creative Commons License