Consumers As Brand Managers: Exclusion and Status in Brand Communities
This research investigates the antecedents and consequences of exclusionary behavior within brand communities. Findings suggest that community members with high (low) product-relevant experience are more likely to engage in exclusionary (inclusionary) behaviors. Moreover, exclusionary (inclusionary) behavior is revealed to enhance brand commitment among consumers with high (low) product-relevant experience.
Citation:
Samantha Bittner and Tatiana Marie Fajardo (2020) ,"Consumers As Brand Managers: Exclusion and Status in Brand Communities", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 222-222.
Authors
Samantha Bittner, Ohio Northern University
Tatiana Marie Fajardo, Florida State University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time
N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France
Featured
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Featured
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA