The Relationship Between Online Brand Community Participation and Consciousness of Kind, Moral Responsibility, and Shared Rituals and Traditions

Vivek Madupu, University of Minnesota, Duluth
Balaji Krishnan, University of Memphis
Despite the importance of and growing interest in brand communities, there are no scales to measure the three important characteristics of brand communities: consciousness of kind, moral responsibility, and shared rituals and traditions. This paper focuses on the development of scales for these three characteristics as well as online brand community participation and also investigates their relationships empirically. Using a sample of 470 members from six different online brand communities, the study found online brand community participation to be significantly related to consciousness of kind, moral responsibility, and shared rituals and traditions.
[ to cite ]:
Vivek Madupu and Balaji Krishnan (2008) ,"The Relationship Between Online Brand Community Participation and Consciousness of Kind, Moral Responsibility, and Shared Rituals and Traditions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 853-854.