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| Tekijä: | Bagozzi, R.P. Dholakia, U.M. |
| Otsikko: | Antecedents and purchase consequences of customer participation in small group brand communities |
| Lehti: | International Journal of Research in Marketing
2006 : MAR, VOL. 23:1, p. 45-61 |
| Asiasana: | USA marketing brands consumer behaviour models |
| Vapaa asiasana: | social influence motorcycles |
| Kieli: | eng |
| Tiivistelmä: | In the paper, behaviour and determinants of the behaviour of small group (here as: gr./grs.) brand community (here as: s-g-b-comm./s-g-b-comms.) participants is investigated. A s-g-b-comm. is a friendship group of consumers with a shared enthusiasm for the brand and a well-developed social identity. A comprehensive model is proposed based on a broadening and deepening of the theory of planned behaviour to incorporate social intentions, three aspects of social identity, anticipated positive and negative emotions as to achieving / failing to achieve g. participation goals, and desire as a transformative mechanism translating reasons etc. To test the proposed theoretical framework, used is a sample of 154 members of Harley-Davidson Motorcycle s-g-b-comms. and another sample of 255 members of motorcycle riding grs. not organized around specific brands. |
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