Brand Obsessives in Online Communities and Their Effects on Other Consumers: a Study of the Disney Experience

ABSTRACT - Consumption communities facilitate the development of brand community; thereby generating brand loyalty and affecting members of the triad (consumer-consumer-corporation) identified by McAlexander, Schouten, and Koenig (2002). Virtual communities overcome limitations imposed by time and space that are inherent in other types of consumption communities. Such limitations act to inhibit long-term relationship formation and result in sporadic, potentially one-time, encounters. Virtual communities may also draw bands of consumers who are obsessed with the brand, consumers who are not only fiercely loyal to the brand, but incorporate the brand in their definition of self. Examination of Disney World postings demonstrates the effect of obsessives on other consumers participating in the virtual community.



Citation:

Angela Hausman (2003) ,"Brand Obsessives in Online Communities and Their Effects on Other Consumers: a Study of the Disney Experience", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 11.

European Advances in Consumer Research Volume 6, 2003      Page 11

BRAND OBSESSIVES IN ONLINE COMMUNITIES AND THEIR EFFECTS ON OTHER CONSUMERS: A STUDY OF THE DISNEY EXPERIENCE

Angela Hausman, University of TexasBPan American, USA

ABSTRACT -

Consumption communities facilitate the development of brand community; thereby generating brand loyalty and affecting members of the triad (consumer-consumer-corporation) identified by McAlexander, Schouten, and Koenig (2002). Virtual communities overcome limitations imposed by time and space that are inherent in other types of consumption communities. Such limitations act to inhibit long-term relationship formation and result in sporadic, potentially one-time, encounters. Virtual communities may also draw bands of consumers who are obsessed with the brand, consumers who are not only fiercely loyal to the brand, but incorporate the brand in their definition of self. Examination of Disney World postings demonstrates the effect of obsessives on other consumers participating in the virtual community.

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Authors

Angela Hausman, University of TexasBPan American, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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