Efeitos da comunidade de origem no participante de comunidades virtuais de marca

Abstract

Os benefícios das empresas em manterem comunidades virtuais de marca próprias versus os provenientes das comunidades criadas pelos consumidores permanecem desconhecidos. Esse estudo testa o efeito moderador do tipo de gestão da comunidade no impacto da homogeneidade psicográfica percebida, da disponibilidade de avenidas virtuais e do relacionamento com a marca sobre as influências da comunidade e as intenções dos participantes da comunidade. Os dados provêm de 555 participantes ativos de duas grandes comunidades virtuais para o game XBOX no Brasil. Os resultados comprovam que a gestão da comunidade de origem é moderadora de todas as relações consideradas. Apontam, também, que alguns dos efeitos mais favoráveis para a empresa ocorrem na comunidade gerida pelos consumidores. A lealdade à marca, porém, é maior para membros da comunidade oficial. O estudo indica como as empresas podem se beneficiar de comunidades geridas por consumidores. Abstract The question about the effectiveness of companies in maintaining their own communities versus benefiting from the ones owned by consumers remains open. We examine differences between firm-managed and customer-managed brand communities regarding the impact of perceived psychographic homogeneity, availability of virtual avenues and relationship with the brand on the community's influence on members and the assessments and intentions of community participants. Data were obtained from 555 respondents in two leading Microsoft XBOX brand communities in Brazil. Results indicate that management of the community of origin is the moderator of all considered relationships. Also, the most favorable effects for the company occur in the community that is not directly controlled and managed by the company itself. Brand loyalty, however, is higher for members of the official brand community. Guidelines on how companies can benefit from consumer-managed communities are discussed.

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

“…The choice decisions are based more on intangible characteristics, symbolic aspects, brand personality, and established mental associations, than on the functional characteristics of the product (Ellwood, 2004). It is also known that there is a relationship between the brand and the user's identity (Almeida, Mazzon, Dholakia, & Müller, 2011;Almeida, Mazzon, Müller, & Dholakia, 2012).…”

Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022

“…Asimismo, el reconocimiento de marca aporta valor motivando a los consumidores a participar, socializar y percibir los beneficios de marca [28]. [15], sostienen que en el reconocimiento de marca la lealtad en la comunidad de origen es moderador de todas las relaciones. Además, en un análisis factorial de reconocimiento de marca se identificó su asociación con la lealtad afectiva y cognitiva que representa la calidad percibida.…”

No shame to play: Ludic prosumption on Brazilian fanvideos

“…New information and communication technologies have boosted consumption productivity, which is potentiated by interactions enabled by the web (Almeida, Mazzon, Neto, & Dholakia, 2012;Gonçalves, Fonseca, Oliveira, & Tinoco, 2008), mainly due to the democratization enabled by Web 2.0 technologies (Collins, 2010;Laughey, 2010). It happens because fans acquire a collection of materials in the Internet that make it possible for them to prosume (Siuda & Troszynski, 2017).…”