The Relationship Between Online Brand Community Participation and Consciousness of Kind, Moral Responsibility, and Shared Rituals and Traditions
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.
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.
Vivek Madupu, University of Minnesota, Duluth
Balaji Krishnan, University of Memphis
NA - Advances in Consumer Research Volume 35 | 2008
Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions
Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA
Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates
Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA
Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?
Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA