‘I'm like you, you're like me, we make a great brand community!’ Similarity and children's brand community participation.

Volume: 52, Pages: 101895 - 101895
Published: Jan 1, 2020
Abstract
Moving beyond a common brand interest, homophily is employed to understand the impact of characteristic similarity between child members of a brand community on attitudes toward the brand community and community participation desire. Three experimental studies were undertaken, assessing member similarity, respect, and member deviance with relation to brand community attitudes and participation desire. Results suggest greater similarity enhances...
Paper Details
Title
‘I'm like you, you're like me, we make a great brand community!’ Similarity and children's brand community participation.
Published Date
Jan 1, 2020
Volume
52
Pages
101895 - 101895
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