Brand Community Development Through Associated Communities: Grounding Community Measurement Within Social Identity Theory
The purpose of this study was to measure consumer identification with several (brand) communities using a multidimensional psychometric community identity instrument grounded in social identity theory. Use of such instrumentation allowed the authors to examine how consumer identification with associ...
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| Published in | Journal of marketing theory and practice Vol. 19; no. 4; pp. 407 - 422 |
|---|---|
| Main Authors | , , , , , |
| Format | Journal Article |
| Language | English |
| Published |
Abingdon
Routledge
01.10.2011
Association of Marketing Theory and Practice Assoc Taylor & Francis Ltd |
| Subjects | |
| Online Access | Get full text |
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| Abstract | The purpose of this study was to measure consumer identification with several (brand) communities using a multidimensional psychometric community identity instrument grounded in social identity theory. Use of such instrumentation allowed the authors to examine how consumer identification with associated communities affected identification with the brand community. Data were collected on four different community identities (college football team, university, city, state) among students at the three major Florida universities. Results indicated that identification with the respective teams was affected by identification with other communities surrounding the team. This interplay among community identities had a strong subsequent effect on consumer behavior. |
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| AbstractList | The purpose of this study was to measure consumer identification with several (brand) communities using a multidimensional psychometric community identity instrument grounded in social identity theory. Use of such instrumentation allowed the authors to examine how consumer identification with associated communities affected identification with the brand community. Data were collected on four different community identities (college football team, university, city, state) among students at the three major Florida universities. Results indicated that identification with the respective teams was affected by identification with other communities surrounding the team. This interplay among community identities had a strong subsequent effect on consumer behavior. [PUBLICATION ABSTRACT] The purpose of this study was to measure consumer identification with several (brand) communities using a multidimensional psychometric community identity instrument grounded in social identity theory. Use of such instrumentation allowed the authors to examine how consumer identification with associated communities affected identification with the brand community. Data were collected on four different community identities (college football team, university, city, state) among students at the three major Florida universities. Results indicated that identification with the respective teams was affected by identification with other communities surrounding the team. This interplay among community identities had a strong subsequent effect on consumer behavior. |
| Author | Yoshida, Masayuki Walker, Matthew Ko, Yong Jae James, Jeffrey D. Jordan, Jeremy S. Heere, Bob |
| Author_xml | – sequence: 1 givenname: Bob surname: Heere fullname: Heere, Bob organization: Department of Kinesiology and Health Education, University of Texas at Austin, Austin, TX – sequence: 2 givenname: Matthew surname: Walker fullname: Walker, Matthew organization: College of Health and Human Performance, University of Florida, Gainesville, FL – sequence: 3 givenname: Masayuki surname: Yoshida fullname: Yoshida, Masayuki organization: Biwako Seikei Sport College, Otsu, Shiga, Japan – sequence: 4 givenname: Yong Jae surname: Ko fullname: Ko, Yong Jae organization: College of Health and Human Performance, University of Florida, Gainesville, FL – sequence: 5 givenname: Jeremy S. surname: Jordan fullname: Jordan, Jeremy S. organization: School of Tourism and Hospitality Management, Temple University, Philadelphia, PA – sequence: 6 givenname: Jeffrey D. surname: James fullname: James, Jeffrey D. organization: Department of Sport Management, Florida State University, Tallahassee, FL |
| BackLink | http://www.econis.eu/PPNSET?PPN=679523316$$DView this record in ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften |
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| Copyright | Copyright Taylor & Francis Group, LLC 2011 Copyright © 2011 M.E. Sharpe, Inc. Copyright M. E. Sharpe Inc. Fall 2011 |
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| SubjectTerms | Academic communities Brand identification Brand loyalty Brands Cities College athletics Community associations Community identity Consciousness Consumer behavior Consumers Consumption Gemeinschaft Group identity Identification Konsumentenverhalten Markenartikel Markenführung Marketing Quantitative psychology Self esteem Social identity Social psychology Sozialpsychologie Studies Subcultures Teams Traditions USA |
| Title | Brand Community Development Through Associated Communities: Grounding Community Measurement Within Social Identity Theory |
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