Building brand community among ethnic diaspora in the USA: Strategic implications for marketers

Quinn, Michael T.; Devasagayam, Raj

doi:10.1057/palgrave.bm.2540251

Cited by 16 publications

(9 citation statements)

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“…The members of the community have some degree of awareness that they belong to the group and a sense of obligation towards to the brand community (Muninz and O'Guinn, 2001) and they influence each other (Algesheimer et al, 2005). Some suggest that sub-cultural groups based on ethnic origin can form brand communities (Quinn and Devasagayam, 2005). Brand communities are forming not only in the on line environment or for luxury brands but for all types of brand, even for fast moving consumer good products (Cova and Pace, 2006).…”

Section: Brands and Tribal Behaviormentioning

confidence: 98%

Brand relationships through brand reputation and brand tribalism

Veloutsou

Moutinho

2009

Journal of Business Research

387

326

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Section: Brands and Tribal Behaviormentioning

confidence: 98%

Brand relationships through brand reputation and brand tribalism

Veloutsou

Moutinho

2009

Journal of Business Research

387

326

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“…Since our sample consists of United States-based Asians and Caucasians, we used a 17-item modified ethnic self-identity scale presented by Quinn and Devasagayam (2005) (α = .93).This scale measures the degree to which ethnic diaspora in the United States identify with their original ethnicity. An independent samples t-test with ethnicity as the factor (Caucasian vs. Asian) and ethnic self-identity as the dependent variable shows that Asians have significantly higher ethnic self-identity than Caucasians (M = 5.64, SD = 1.36 for Asians vs. M = 4.64, SD = 1.47 for Caucasians; t(232) = −5.41, p = 0).…”

Section: Sample Checkmentioning

confidence: 99%

Asian Females in an Advertising Context: Exploring Skin Tone Tension

Krishen

LaTour

Alishah

2014

Journal of Current Issues & Research in Advertising

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While the explosive literature on the portrayal of women in advertising has established a multitude of salient issues (e.g. sexual objectification), the skin tone of Asian models in ads and associated cultural underpinnings has not yet been examined. However, given the obsession in various Asian countries with skin whitening for women, it has the potential to be salient in Asian cultures in the United States. The current exploratory study examines the possibility of "skin tone tension" occurring in a diverse Asian sample in the United States and compares Caucasian to Asian reactions to a model's skin tone in a print ad. The results reflect cultural frameworks and provide a preliminary evidentiary starting point for further examination of this issue in various Asian cultures within the United States. Toward that end, extant theory is discussed and a new research agenda to extend such is proposed.Very few issues are as explosive as the portrayal of women in advertising (Ford and LaTour 1993;Kilbourne 2000). Underlying this is the manifestation of feminist consciousness (Ford and LaTour 1996). The growth of such thinking provides a lens for viewing advertising phenomena as a means for the dehumanization of women, reduction of a human female to a sum of body parts, setting of unrealistic beauty standards, promotion of anorexia and bulimia, and supporting of violence toward women (Ford, LaTour, and Middleton 1999).Our exploratory study of Asian skin tone in ads builds on the robust literatures focusing on female role portrayals in advertising (cf. Ford, LaTour, and Middleton 1999;Reichert et al. 2007), extensions of this to cross-cultural contexts (Ford, LaTour, and Honeycutt 1997;Ford, LaTour, and Clarke 2004), and cultural-focused works on skin tone of women, primarily in Asian cultures (cf. Ashikari 2005;Baumann 2008;Li et al. 2008). In Asian cultures, despite the diversity therein, the lightness of skin tone of women is bordering on obsession (Li et al. 2008). Given centuries of highly male-dominated (patriarchal), deep-rooted cultural values formation (Ford, LaTour, and

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“…Brand communities influence member perceptions and actions (Muniz and Schau, 2005), increase member knowledge (Brown, Kozinets, and Sherry, 2003), and offer marketers the opportunities to engage and collaborate with highly loyal customers (Franke and Shah, 2003). Brand communities offer a network of relationships with the brand and with other consumers (Keller, 2003;Quinn and Devasagayam, 2005). Consumers communicate about the product and influence each other through this interactive exchange process (Ahonen and Moore, 2005;McAlexander et al, 2002).…”

Section: Introductionmentioning

confidence: 99%

Brand Community Members as a Source of Innovation

Füller¹,

Matzler

Hoppe

2008

J of Product Innov Manag

514

334

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Brand community members have a strong interest in the product and in the brand. They usually have extensive product knowledge and engage in product-related discussions; they support each other in solving problems and generating new product ideas. Therefore, brand communities can be a valuable source of innovation. So far, little is known about the member's ability and willingness to participate in a company's innovation process. How does passion for the brand, affiliation to the brand community, and trust in the brand affect the willingness to engage in a company's innovation process? What is the effect of brand passion on brand knowledge and on domain-specific skills, which are considered important prerequisites for qualified and creative contributions to new product development? What is the effect of personality traits on the willingness and ability to engage in new product development? This research addresses these questions, which are interesting for managers who are thinking about opening up their innovation process and collaborating with brand communities and for academics exploring the opportunities of online communities for new product development and trying to develop promising new forms of open innovation networks. Drawing on brand community literature, relationship theory, creativity theory, and personality traits research, this paper introduces a comprehensive set of antecedents affecting brand community members' willingness to engage in new product development. It is argued that consumer creativity, identification with the brand community, and brand-specific emotions and attitudes (passion and trust) as well as brand knowledge are important determinants of consumers' willingness to share their knowledge with producers. The paper also identifies two personality traits (i.e., extraversion and openness) that have significant influence on brand passion, creativity, and identification with the community. The hypotheses are tested on a sample of 550 members of the Volkswagen Golf GTI car community. Structural equation modeling was used to test the relationship among the constructs. Though a positive disposition toward a brand may be advantageous for consumers that are willing to interact with producers during new product development, our results show that it is consumer interest in innovations and the innovative process that drives them to get involved. Further, brand community members with more knowledge and more innovative skills seem to be more willing to contribute than less qualified community members.

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Building brand community among ethnic diaspora in the USA: Strategic implications for marketers

Cited by 16 publications

References 0 publications

Brand relationships through brand reputation and brand tribalism

Brand relationships through brand reputation and brand tribalism

Asian Females in an Advertising Context: Exploring Skin Tone Tension

Brand Community Members as a Source of Innovation

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