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Brand Community Members as a Source of Innovation

机译：品牌社区成员是创新之源

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Brand community members have a strong interest in the product and in the brand. They usually have extensive product knowledge and engage in product-related discussions; they support each other in solving problems and generating new product ideas. Therefore, brand communities can be a valuable source of innovation. So far, little is known about the member's ability and willingness to participate in a company's innovation process. How does passion for the brand, affiliation to the brand community, and trust in the brand affect the willingness to engage in a company's innovation process? What is the effect of brand passion on brand knowledge and on domain-specific skills, which are considered important prerequisites for qualified and creative contributions to new product development? What is the effect of personality traits on the willingness and ability to engage in new product development? This research addresses these questions, which are interesting for managers who are thinking about opening up their innovation process and collaborating with brand communities and for academics exploring the opportunities of online communities for new product development and trying to develop promising new forms of open innovation networks. Drawing on brand community literature, relationship theory, creativity theory, and personality traits research, this paper introduces a comprehensive set of antecedents affecting brand community members' willingness to engage in new product development. It is argued that consumer creativity, identification with the brand community, and brand-specific emotions and attitudes (passion and trust) as well as brand knowledge are important determinants of consumers' willingness to share their knowledge with producers. The paper also identifies two personality traits (i.e., extraversion and openness) that have significant influence on brand passion, creativity, and identification with the community. The hypotheses are tested on a sample of 550 members of the Volkswagen Golf GTI car community. Structural equation modeling was used to test the relationship among the constructs. Though a positive disposition toward a brand may be advantageous for consumers that are willing to interact with producers during new product development, our results show that it is consumer interest in innovations and the innovative process that drives them to get involved. Further, brand community members with more knowledge and more innovative skills seem to be more willing to contribute than less qualified community members.
机译：品牌社区成员对产品和品牌有着浓厚的兴趣。他们通常具有丰富的产品知识，并参与与产品有关的讨论；他们在解决问题和产生新产品创意方面相互支持。因此，品牌社区可以成为创新的宝贵来源。到目前为止，关于成员参与公司创新过程的能力和意愿知之甚少。对品牌的热情，对品牌社区的隶属关系以及对品牌的信任如何影响参与公司创新过程的意愿？品牌热情对品牌知识和特定领域技能有什么影响，这些知识被认为是对新产品开发进行合格和创造性贡献的重要前提？个性特征对从事新产品开发的意愿和能力有什么影响？这项研究解决了这些问题，这些问题对于正在考虑开放创新流程并与品牌社区合作的管理人员以及对于探索在线社区进行新产品开发机会并尝试开发有前途的开放式创新网络形式的学者来说非常有趣。借鉴品牌社区文献，关系理论，创造力理论和人格特质研究，本文介绍了影响品牌社区成员参与新产品开发意愿的一整套前因。有人认为，消费者的创造力，对品牌社区的认同，特定于品牌的情感和态度（激情和信任）以及品牌知识是决定消费者是否愿意与生产者共享知识的重要决定因素。本文还确定了两个性格特征（即外向性和开放性），这些特征对品牌热情，创造力和与社区的认同有重大影响。在大众高尔夫GTI汽车社区的550名成员的样本上测试了这些假设。使用结构方程模型来测试构造之间的关系。尽管对品牌的积极态度对于愿意在新产品开发过程中与生产者互动的消费者来说可能是有利的，但我们的结果表明，消费者对创新的兴趣和创新过程促使他们参与进来。此外，拥有更多知识和更多创新技能的品牌社区成员似乎比不合格的社区成员更愿意做出贡献。

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