Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities
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| Natura: | Artículo científico |
| Lingua: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2013
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| _version_ | 1876423232367624192 |
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| author | Stefânia Ordovás de Almeida |
| author_facet | Stefânia Ordovás de Almeida |
| contents | Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities Stefânia Ordovás de Almeida José Afonso Mazzon Utpal Dholakia Hugo Müller Neto Administración y Contabilidad Brand communities consumer behavior expressive freedom participant diversity 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. 2013 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84125793004 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.2 Vol.10 |
| format | Artículo científico |
| id | redalyc_84125793004 |
| institution | Redalyc |
| language | en |
| publishDate | 2013 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities Stefânia Ordovás de Almeida Administración y Contabilidad Brand communities consumer behavior expressive freedom participant diversity Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities Stefânia Ordovás de Almeida José Afonso Mazzon Utpal Dholakia Hugo Müller Neto Administración y Contabilidad Brand communities consumer behavior expressive freedom participant diversity 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. 2013 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84125793004 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.2 Vol.10 |
| title | Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities |
| topic | Administración y Contabilidad Brand communities consumer behavior expressive freedom participant diversity |
| url | https://www.redalyc.org/articulo.oa?id=84125793004 |