| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | |
| Número de sistema: | 000552887 |
| ISSN: | 1807-7692 |
| Autores: | Almeida, Stefânia Ordovás de1 Mazzon, José Afonso2 Dholakia, Utpal3 Müller Neto, Hugo4 |
| Instituciones: | 1Pontifícia Universidade do Rio Grande do Sul, Porto Alegre, Rio Grande do Sul. Brasil 2Universidade de São Paulo, São Paulo. Brasil 3Rice Universtity, Jones Graduate School of Business, Houston. Estados Unidos de América 4Universidade Federal do Rio Grande do Sul, Escola de Administracao, Porto Alegre, Rio Grande do Sul. Brasil |
| Año: | 2013 |
| Periodo: | Abr-Jun |
| Volumen: | 10 |
| Número: | 2 |
| Paginación: | 195-218 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Resumen en inglés | We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-relevant outcomes. We test our hypotheses by estimating a structural equation model and conducting multiple sample analysis with survey data obtained from two leading XBOX brand communities in Brazil. Results reveal that greater demographic and psychographic diversity hinder learning and trust in the community's manager, but expressive freedom has a positive impact on identification with the community. The levels of expressive freedom and demographic diversity are lower yet their respective effects are stronger in the firm-managed community, whereas psychographic diversity is much less, but it has stronger negative effects, in the customer-managed community. |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Administración de instituciones |
| Keyword: | Brand communities, Participant diversity, Expressive freedom, Consumer behavior, Management of institutions |
| Texto completo: | Texto completo (Ver HTML) Texto completo (Ver PDF) |
