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dc.contributor.authorJacobsen, Lina Fogtpt_BR
dc.contributor.authorBarcellos, Marcia Dutra dept_BR
dc.contributor.authorHoppe, Alexiapt_BR
dc.contributor.authorLähteenmäki, Liisapt_BR
dc.date.accessioned2021-03-31T04:17:49Zpt_BR
dc.date.issued2019pt_BR
dc.identifier.issn0896-1530pt_BR
dc.identifier.urihttp://hdl.handle.net/10183/219267pt_BR
dc.description.abstractThis study investigates the moderating role of culture in the motivation of consumers’ intention to participate in virtual communities for product innovation. Surveys were conducted in Denmark (n = 1045) and Brazil (n = 617). Findings show that relatedness is the strongest driver of consumers’ intended interaction, but the importance of group vs. company relatedness differs between countries. Possible beneficial outcomes drive consumers in both countries. The main implication realized from this study is the cross-country moderation, as to the importance of the two dimensions of relatedness, which is likely to be rooted in the individualism–collectivism dimension of cultureen
dc.format.mimetypeapplication/pdfpt_BR
dc.language.isoengpt_BR
dc.relation.ispartofJournal of international consumer marketing. Philadelphia, PA. Vol. 31, no.2 (Mar. 2019), p. 98-114pt_BR
dc.rightsOpen Accessen
dc.subjectVirtual communitiesen
dc.subjectComunidades virtuaispt_BR
dc.subjectProduct innovationen
dc.subjectInovação de produtospt_BR
dc.subjectConsumidorpt_BR
dc.subjectConsumer integrationen
dc.subjectTransculturalpt_BR
dc.subjectCross-culturalen
dc.titleVirtual consumer communities for innovation : a cross-cultural perspectivept_BR
dc.typeArtigo de periódicopt_BR
dc.identifier.nrb001114383pt_BR
dc.type.originEstrangeiropt_BR


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