Theoretical Model of Engagement in the Context of Brand Communities

Detalhes bibliográficos
Autor(a) principal: Freitas, Flávia d Albergaria
Data de Publicação: 2017
Outros Autores: Almeida, Victor Manoel Cunha de
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/17
Resumo: This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.
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spelling Theoretical Model of Engagement in the Context of Brand CommunitiesModelo Teórico do Engajamento no Contexto das Comunidades de MarcaEngagementParticipationBrand communityIdentityIntegrationEngajamentoParticipaçãoComunidade de marcaIdentidadeIntegraçãoThis essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.O objetivo deste artigo é contribuir para a definição do conceito de engajamento do consumidor no contexto das comunidades de marca. Para tanto, foi realizada uma ampla revisão de literatura sobre os estudos que abordam o fenômeno das comunidades de marca. Este artigo se insere na tradição da pesquisa de Marketing, mais especificamente em Comportamento do Consumidor, seguindo uma perspectiva da psicologia cognitiva. A fundamentação teórica está baseada principalmente na Social Identity Theory (SIT), com a incorporação de contribuições relevantes da perspectiva da Consumer Culture Theory (CCT). Assim, o presente estudo contribui para o desenvolvimento da pesquisa sobre o fenômeno do engajamento em comunidades de marca, mais especificamente mediante a proposição de um modelo teórico que relaciona o engajamento com os seus fatores antecedentes e com os seus reflexos.FUCAPE Business Shool2017-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/1710.15728/bbr.2017.14.1.5Brazilian Business Review; Vol. 14 No. 1 (2017): January to February 2017; 86-107Brazilian Business Review; v. 14 n. 1 (2017): Janeiro a Fevereiro de 2017; 86-1071808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/17/21http://www.bbronline.com.br/index.php/bbr/article/view/17/22Freitas, Flávia d AlbergariaAlmeida, Victor Manoel Cunha deinfo:eu-repo/semantics/openAccess2018-10-31T19:03:54Zoai:ojs.pkp.sfu.ca:article/17Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:03:54BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv Theoretical Model of Engagement in the Context of Brand Communities
Modelo Teórico do Engajamento no Contexto das Comunidades de Marca
title Theoretical Model of Engagement in the Context of Brand Communities
spellingShingle Theoretical Model of Engagement in the Context of Brand Communities
Freitas, Flávia d Albergaria
Engagement
Participation
Brand community
Identity
Integration
Engajamento
Participação
Comunidade de marca
Identidade
Integração
title_short Theoretical Model of Engagement in the Context of Brand Communities
title_full Theoretical Model of Engagement in the Context of Brand Communities
title_fullStr Theoretical Model of Engagement in the Context of Brand Communities
title_full_unstemmed Theoretical Model of Engagement in the Context of Brand Communities
title_sort Theoretical Model of Engagement in the Context of Brand Communities
author Freitas, Flávia d Albergaria
author_facet Freitas, Flávia d Albergaria
Almeida, Victor Manoel Cunha de
author_role author
author2 Almeida, Victor Manoel Cunha de
author2_role author
dc.contributor.author.fl_str_mv Freitas, Flávia d Albergaria
Almeida, Victor Manoel Cunha de
dc.subject.por.fl_str_mv Engagement
Participation
Brand community
Identity
Integration
Engajamento
Participação
Comunidade de marca
Identidade
Integração
topic Engagement
Participation
Brand community
Identity
Integration
Engajamento
Participação
Comunidade de marca
Identidade
Integração
description This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/17
10.15728/bbr.2017.14.1.5
url http://www.bbronline.com.br/index.php/bbr/article/view/17
identifier_str_mv 10.15728/bbr.2017.14.1.5
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/17/21
http://www.bbronline.com.br/index.php/bbr/article/view/17/22
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 14 No. 1 (2017): January to February 2017; 86-107
Brazilian Business Review; v. 14 n. 1 (2017): Janeiro a Fevereiro de 2017; 86-107
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
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instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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