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
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