Participant diversity and expressive freedom in firm-managed and customer-managed brand communities
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Institucional da UFRGS |
Texto Completo: | http://hdl.handle.net/10183/193984 |
Resumo: | 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 on identification 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. |
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Almeida, Stefania Ordovas deMazzon, Jose AfonsoDholakia, Utpal M.Muller Neto, Hugo Fridolino2019-05-08T02:34:51Z20131807-7692http://hdl.handle.net/10183/193984000883733We 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 on identification 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.application/pdfengBAR. Brazilian Administration Review. Curitiba, PR. Vol. 10, n. 2 (Apr./June 2013), p. 195-218Comunidades de marcaComportamento do consumidorBrand communitiesParticipant diversityExpressive freedomConsumer behaviorParticipant diversity and expressive freedom in firm-managed and customer-managed brand communitiesinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSTEXT000883733.pdf.txt000883733.pdf.txtExtracted Texttext/plain81911http://www.lume.ufrgs.br/bitstream/10183/193984/2/000883733.pdf.txt9976f7eb6eeeda6218e1eaa18fe73f5aMD52ORIGINAL000883733.pdfTexto completo (inglês)application/pdf682269http://www.lume.ufrgs.br/bitstream/10183/193984/1/000883733.pdf9f0aed9930ae40814e05e0ae4c2b7021MD5110183/1939842021-07-09 04:36:52.117485oai:www.lume.ufrgs.br:10183/193984Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2021-07-09T07:36:52Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.pt_BR.fl_str_mv |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
title |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
spellingShingle |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities Almeida, Stefania Ordovas de Comunidades de marca Comportamento do consumidor Brand communities Participant diversity Expressive freedom Consumer behavior |
title_short |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
title_full |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
title_fullStr |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
title_full_unstemmed |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
title_sort |
Participant diversity and expressive freedom in firm-managed and customer-managed brand communities |
author |
Almeida, Stefania Ordovas de |
author_facet |
Almeida, Stefania Ordovas de Mazzon, Jose Afonso Dholakia, Utpal M. Muller Neto, Hugo Fridolino |
author_role |
author |
author2 |
Mazzon, Jose Afonso Dholakia, Utpal M. Muller Neto, Hugo Fridolino |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Almeida, Stefania Ordovas de Mazzon, Jose Afonso Dholakia, Utpal M. Muller Neto, Hugo Fridolino |
dc.subject.por.fl_str_mv |
Comunidades de marca Comportamento do consumidor |
topic |
Comunidades de marca Comportamento do consumidor Brand communities Participant diversity Expressive freedom Consumer behavior |
dc.subject.eng.fl_str_mv |
Brand communities Participant diversity Expressive freedom Consumer behavior |
description |
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 on identification 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. |
publishDate |
2013 |
dc.date.issued.fl_str_mv |
2013 |
dc.date.accessioned.fl_str_mv |
2019-05-08T02:34:51Z |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/other |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10183/193984 |
dc.identifier.issn.pt_BR.fl_str_mv |
1807-7692 |
dc.identifier.nrb.pt_BR.fl_str_mv |
000883733 |
identifier_str_mv |
1807-7692 000883733 |
url |
http://hdl.handle.net/10183/193984 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.ispartof.pt_BR.fl_str_mv |
BAR. Brazilian Administration Review. Curitiba, PR. Vol. 10, n. 2 (Apr./June 2013), p. 195-218 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf |
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reponame:Repositório Institucional da UFRGS instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
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UFRGS |
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Repositório Institucional da UFRGS |
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Repositório Institucional da UFRGS |
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