Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment |
| |
| Institution: | 1. College of Business and Economics, California State University, East Bay, 25800 Carlos Bee Boulevard, Hayward, CA 94542, United States;2. Shidler College of Business, University of Hawaii at Manoa, 2404 Maile Way, Honolulu, HI 96822, United States;3. Department of Marketing, College of Business, Room 418 Rovetta Business Building, The Florida State University, Tallahassee, FL 32306-1110, United States;4. Department of Marketing, School of Business, University of International Business and Economics, Beijing, China;1. The Wharton School of the University of Pennsylvania;2. London Business School;3. Man Numeric;4. Two Six Capital;5. Darden School of Business, University of Virginia;1. Zimmerman School of Advertising & Mass Communications, University of South Florida, 4202 East Fowler Avenue, CIS 1040, Tampa, FL 33620, USA;2. Grady College of Journalism & Mass Communication, Department of Advertising & Public Relations, University of Georgia, 120 Hooper Street, Rm. 214, Athens, GA 30602, USA;3. Zimmerman School of Advertising & Mass Communications, University of South Florida, 4202 East Fowler Avenue, CIS 1040, Tampa, FL 33620, USA;1. School of Information, The University of Arizona, USA;2. Atkinson Graduate School of Management, Willamette University, USA;1. ESC Rennes School of Business, Marketing Department, 2 rue Robert d''Arbrissel CS 76522, 35065 Rennes Cedex, France;2. Aarhus University, School of Business and Social Sciences, Department of Business Administration, Building: 1326, Office: 329, Bartholins Allé 10, DK-8000 Aarhus C, Denmark;3. Keele Management School, Darwin Building, Keele University, Staffordshire, ST5 5BG, UK;1. Department of Marketing, School of Business, Hong Kong Baptist University, Hong Kong;2. Department of Marketing, City University of Hong Kong, Hong Kong;3. College of Management, Lawrence Technological University, United States |
| |
| Abstract: | 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 extra-role literature 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 in- and 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: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
