Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities

Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities

We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-rele...

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Bibliographic Details
Main Authors: Stefânia Ordovás de Almeida, José Afonso Mazzon, Utpal Dholakia, Hugo Müller Neto
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2013-04-01
Series:BAR: Brazilian Administration Review
Subjects:
brand communities
participant diversity
expressive freedom
consumer behavior.
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1390.pdf

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