• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities
【24h】

Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities

机译：品牌社区整合，参与和承诺：消费者运行与公司管理社区的比较

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In the past two decades there has been a growth in the rate at which consumers join, companies use, and researchers study brand communities. Given the expansion of brand communities, scholars insistently analyze why individuals join and stay in them. However, no study concurrently examines the links among the members' integration, participation and commitment to a brand community. Furthermore, research conceive brand communities as homogenous. Whether the feelings and behaviors of members of different kinds of communities, and specifically consumer-run and company-managed brand communities, are comparable is unknown. Using a sample of 2167 consumers of a leading motorcycle brand, this study examines the members' integration, participation and commitment to consumer-run and company-managed communities. The findings reveal that consumer-run communities stimulate higher levels of integration, participation and commitment than the company-managed communities, but that the mechanisms connecting integration, participation and commitment are invariant across the two types of community.
机译：在过去的二十年中，消费者加入，公司使用和研究人员研究品牌社区的速度成长了。鉴于品牌社区的扩张，学者坚持不懈地分析为什么个人加入并留在他们身上。然而，没有研究同时检查成员的整合，参与和承诺对品牌社区之间的联系。此外，将设想的品牌社区进行研究，作为均匀。不同类型社区的感受和行为是否以及专门的消费者营运和公司管理品牌社区是可比的。本研究审查了2167名消费者的摩托车品牌的消费者样本，审查了成员的一体化，参与和承诺，对消费者运行和公司管理的社区。结果表明，消费者社区刺激了比公司管理的社区更高的集成，参与和承诺，但连接整合，参与和承诺的机制是不变的两种社区。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号