BRAND COMMUNITY DEVELOPMENT THROUGH ASSOCIATED COMMUNITIES: GROUNDING COMMUNITY MEASUREMENT WITHIN SOCIAL IDENTITY THEORY

被引：126

作者：

Heere, Bob ^{[1
]}

Walker, Matthew ^{[2
]}

Yoshida, Masayuki ^{[3
]}

Ko, Yong Jae ^{[2
]}

Jordan, Jeremy S. ^{[4
]}

James, Jeffrey D. ^{[5
]}

机构：

[1] Univ Texas Austin, Dept Kinesiol & Hlth Educ, Sport Management, Austin, TX 78712 USA

[2] Univ Florida, Coll Hlth & Human Performance, Sport Management, Gainesville, FL USA

[3] Biwako Seikei Sport Coll, Sport Management, Otsu, Shiga, Japan

[4] Temple Univ, Sch Tourism & Hospitality Management, Sport Management, Philadelphia, PA 19122 USA

[5] Florida State Univ, Dept Sport Management, Sport Management, Tallahassee, FL 32306 USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2011年 / 19卷 / 04期

关键词：

D O I：

10.2753/MTP1069-6679190404

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：407 / 422

页数：16

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