The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context

Detalhes bibliográficos
Autor(a) principal: Marques, Maria Inês Lameiras
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/14101
Resumo: The main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed.
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spelling The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities contextOnline brand engagementCommunity engagementNegative brand engagementOnline communitiesMarketingMarcaEngagementSatisfação do clienteComunidade virtualIdentidade de grupoThe main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed.O principal objetivo deste estudo é examinar o engajamento entre marca e consumidor, enquanto algo não-exclusivo a interações positivas entre as partes envolvidas. Assim, tenta-se demonstrar que indivíduos que admitem odiar, ou que nutrem sentimentos desfavoráveis para com uma marca, também podem engajar com a mesma e, especificamente, com as comunidades de que fazem parte. É também explorada a influência da extroversão, enquanto moderador, na relação entre o engajamento de marca e de comunidade no comprometimento afetivo e na palavra-de-boca, enquanto auto-expressão. Através de uma amostra de 700 indivíduos, foi possível reunir dados de 8 fontes: uma comunidade de fãs e outra de anti-fãs do Sporting Clube de Portugal, uma comunidade de fãs e de anti-fãs da McDonald’s, uma comunidade de fãs e de anti-fãs da Starbucks, e uma comunidade de fãs e de anti-fãs da Apple Inc. Este estudo ilustra que as comunidades têm diferentes motivações no que toca ao engajamento com a marca e com a comunidade, online, e algumas também influenciam o comprometimento afetivo e a palavra-de-boca enquanto forma de expressão das comunidades, mesmo com a presença do moderador ‘extroversão’. Os resultados também dão apoio aos argumentos-chave propostos e contribuem para o entendimento do engajamento negativo de marca e, especificamente, engajamento negativo de marca online – conceitos emergentes na área do Marketing. Implicações do estudo para a gestão, bem como futuros caminhos de pesquisa são discutidos.2017-07-20T14:16:23Z2019-07-20T00:00:00Z2016-10-25T00:00:00Z2016-10-252016-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/14101TID:201291436engMarques, Maria Inês Lameirasinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:39:07Zoai:repositorio.iscte-iul.pt:10071/14101Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:58.041966Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
title The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
spellingShingle The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
Marques, Maria Inês Lameiras
Online brand engagement
Community engagement
Negative brand engagement
Online communities
Marketing
Marca
Engagement
Satisfação do cliente
Comunidade virtual
Identidade de grupo
title_short The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
title_full The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
title_fullStr The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
title_full_unstemmed The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
title_sort The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
author Marques, Maria Inês Lameiras
author_facet Marques, Maria Inês Lameiras
author_role author
dc.contributor.author.fl_str_mv Marques, Maria Inês Lameiras
dc.subject.por.fl_str_mv Online brand engagement
Community engagement
Negative brand engagement
Online communities
Marketing
Marca
Engagement
Satisfação do cliente
Comunidade virtual
Identidade de grupo
topic Online brand engagement
Community engagement
Negative brand engagement
Online communities
Marketing
Marca
Engagement
Satisfação do cliente
Comunidade virtual
Identidade de grupo
description The main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed.
publishDate 2016
dc.date.none.fl_str_mv 2016-10-25T00:00:00Z
2016-10-25
2016-09
2017-07-20T14:16:23Z
2019-07-20T00:00:00Z
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