Antecedents and purchase consequences of customer participation in small group brand communities

This paper investigates behavior and determinants of the behavior of small group brand community participants. A small group brand community is a friendship group of consumers with a shared enthusiasm for the brand and a well-developed social identity, whose members engage jointly in group actions t...

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Veröffentlicht in:	International journal of research in marketing 2006-03, Vol.23 (1), p.45-61
Hauptverfasser:	Bagozzi, Richard P., Dholakia, Utpal M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand communities Community Consumer behavior Motorcycles Social identity Social influence Studies Theory We-intentions
Online-Zugang:	Volltext
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