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文章基本信息

  • 标题:Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities
  • 本地全文:下载
  • 作者:Stefânia Ordovás de Almeida ; José Afonso Mazzon ; Utpal Dholakia
  • 期刊名称:BAR - Brazilian Administration Review
  • 印刷版ISSN:1807-7692
  • 电子版ISSN:1807-7692
  • 出版年度:2013
  • 卷号:10
  • 期号:2
  • 页码:195-218
  • 语种:English
  • 出版社:Associação Nacional de Pós-Graduação e Pesquisa em Administração
  • 其他摘要: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 onidentification 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.
  • 关键词:Brand communities; participant diversity; expressive freedom; consumer behavior
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