12-F: the Motivation to Exclude Others and Its Impact on Brand Commitment
This research examines exclusion in the context of brand communities. The authors demonstrate that in communities of high (low) personal relevance consumers are more (less) motivated to exclude others. Furthermore, in communities of high (low) personal relevance consumers report higher brand commitment after excluding (including) another from the brand community.
Samantha Bittner and Tatiana Fajardo (2017) ,"12-F: the Motivation to Exclude Others and Its Impact on Brand Commitment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1015-1015.
Samantha Bittner, Florida State University, USA
Tatiana Fajardo, Florida State University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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