- Title
- Antecedents and consequences of children's brand community participation: a replication and extension study
- Creator
- Hook, Margurite; Baxter, Stacey; Kulczynski, Alicia
- Relation
- Journal of Marketing Behavior Vol. 3, Issue 1, p. 63-72
- Publisher Link
- http://dx.doi.org/10.1561/107.00000042
- Publisher
- Now Publishers
- Resource Type
- journal article
- Date
- 2017
- Description
- Brand communities are a popular tool brands use to develop relationships with customers. Bagozzi and Dholakia's (2006) seminal article provides one model to explain participation in these brand communities. This research replicates and extends this model to the demographic of children. Results show that most relationships reflected those observed in the original study, however, some distinct differences were found. Findings highlight that adult-orientated brand community models may not be suitable to explain all child-members' attitudes and behaviors in brand communities.
- Subject
- brand communities; branding and brand equity; children; social identity; theory of planned behavior
- Identifier
- http://hdl.handle.net/1959.13/1394817
- Identifier
- uon:33771
- Identifier
- ISSN:2326-5698
- Rights
- The final publication is available from now publishers via http://dx.doi.org/10.1561/107.00000042.
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT02 | Author final version | 717 KB | Adobe Acrobat PDF | View Details Download |