عنوان انگلیسی مقاله:

Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment

ترجمه عنوان مقاله: عملکرد نقش مصرف کنندگان و شناسایی نام تجاری: شواهدی از یک بررسی و یکک رشته تجربی طولی

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Why do some consumers evangelize brands and create value for them even without receiving any direct reward in return? How do their motivations influence their role behaviors and their identification with the company or brand? We draw on motivation theory and the in- and extrarole iterature of leadership to propose a theoretical framework. We use this framework to analyze data from one cross-sectional survey conducted with members of two online brand communities and one longitudinal field experiment with consumers of one new online brand community. We first separate community members’ motivations into three types of psychological needs (self-competency, self-belongingness, self-autonomy) that are fulfilled by membership in a brand community. We investigate how each of these needs influences consumers’ in-role and extra-role behaviors, which in turn positively affect their brand identification and create value for the company. Our results show that self-competency motivates both inand extra-role behaviors, self-belongingness only increases less involved in-role behaviors, and self-autonomy only affects more involved extra-role behaviors. Both role behaviors foster beneficial consumer brand identification. We discuss how these findings can inform marketers’ brand community-building strategies.

Keywords: Online brand community; Brand identification; Self-determination theory; In-role behavior; Extra-role behavior

مقدمه مقاله

In the past two decades or so, marketing scholars havere-examined the fundamentals of the consumption experience and suggested that a different form of consumption, i.e., individual transactions being augmented by community-based experiences, has emerged (Mathwick, Wiertz, and De Ruyter 2008). Community-based consumption experiences are increasingly evident in brand communities. A brand community allows consumers to form a “non-geographically bound community based on a structured set of social relationships among admirersof a brand” (Muñiz and O’guinn 2001, p. 412). The rise of the Internet has made brand communities more accessible to different consumers across the globe. Consequently, the immense popularity of online brand communities and social media has revolutionized the consumption experience (Johnson and Lowe 2015; Singh and Sonnenburg 2012; Smith, Fischer, and Yongjian 2012). Today, many consumers regularly spend more than one-third of their waking hours on social media (Adler 2014), and, thus, it is not surprising to see that participation in online brand communities has become more than common.

One interesting trend is that many members of a brand community are no longer just participants who simply share information with other members or post comments in threads, but they often actively advocate for the brand and engage in behaviors that benefit the brand and the brand-community. For example, in the well-known Harley Owners Group (HOG), sponsored by Harley-Davidson, evangelical consumers promote the brand and groom new community members (e.g., Algesheimer, Dholakia, and Herrmann 2005; Schouten and McAlexander 1995). Members belonging to a variety of brand communities, such as Sun Java (Cothrel andWilliams 2000), Jeep (Schouten,McAlexander, and Koenig 2007), Apple (Muñiz and Schau 2007), Coca-Cola, Nike, and Volkswagen (Muñiz and Schau 2007) engage in behaviors similar to those of HOG members and in doing so, adding value to the brand. These behaviors are intrinsically motivated as the community members usually do not expect some form of extrinsic reward provided directly by the brand or firm (Mathwick, Wiertz, and De Ruyter 2008).

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