The Effects of Belonging to Consumer-Managed and Firm-Managed Virtual Brand Communities: the Case of Microsoft Xbox

The growing use of Internet gave rise to a new way of communication between consumers and companies: the virtual brand communities. The development of these communities is an actual and relevant issue, besides that, in this field of research one of the questions that remain unanswered are related to the understanding of the similarities and differences between firm-managed and consumer-managed brand communities. In this sense, this study proposes a theoretical model that aims to better clear such a question, allowing important contributions in terms of academic and managerial implications to virtual brand communities’ development and management.

Citation:

Stefania Ordovas de Almeida, Jose Afonso Mazzon, and Utpal Dholakia (2008) ,"The Effects of Belonging to Consumer-Managed and Firm-Managed Virtual Brand Communities: the Case of Microsoft Xbox", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 203-204.