Informelle Mitgliedschaft in Brand Communities: by Melanie Hoppe

By Melanie Hoppe

Basierend auf einer Gegenüberstellung bisheriger model Community-Studien untersucht Melanie Hoppe sowohl den Einfluss von Motiven für die Partizipation auf die informelle Mitgliedschaft in model groups als auch deren Auswirkungen auf Verhaltensintentionen der Markenfans. Die Autorin zeigt, ob model Community-Mitglieder nach ihrer Persönlichkeitsstruktur und soziodemographischen Determinanten unterschieden werden können und ob auf foundation dieser potenziellen Differenzierungsmerkmale Gruppenunterschiede in den zuvor erläuterten Effekten der Antezedenten und Konsequenzen der Mitgliedschaft in model groups bestehen.

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Additional resources for Informelle Mitgliedschaft in Brand Communities: Einflussfaktoren, Konsequenzen und Gruppenunterschiede

Example text

492; Mühlenbeck & Skibicki (2007), S. 75f. 264 Vgl. Andersen (2005), S. 285. 265 Vgl. Ackerman (1998), S. 36. 266 Vgl. Franke & Shah (2003), S. ; Franke et al. (2006), S. ; Kaul & Steinmann (2008), S. 12. 267 Vgl. Von Hippel (1986), S. 791. 268 Vgl. Andersen (2005), S. 285; Cova et al. (2007), S. 327; Pichler & Hemetsberger 269 Vgl. Amine & Sitz (2004), S. 12; Kaul & Steinmann (2008), S. 13. (2007), S. ; Pichler & Hemetsberger (2008), S. 2ff. 274 Neben dem Nachweis, dass Brand Communities unter anderem zu intensiverem Markenaffekt und Markenvertrauen,275 einer verstärkten Weiterempfehlung der Marke276 und sogar zur Entwicklung von Markenbotschaftern führen277 und damit Neukunden gewonnen werden können,278 haben zahlreiche empirische Studien und auch konzeptionelle Artikel aufgezeigt, dass aus der Mitgliedschaft in Brand Communities insbesondere eine erhöhte Markenloyalität bzw.

369 Vgl. Park et al. (2007), S. 214ff. 370 Vgl. Ouwersloot & Odekerken-Schröder (2008), S. 576ff. 371 Vgl. Boulaire et al. (2007), S. 2ff. 372 Vgl. Seebacher (2008), S. 2. 40 die Marken Jägermeister,373 Maggi,374 Lego,375 Nike376 und Ducati377 können Brand Communities ebenso nachgewiesen werden und es wird sichtbar, dass dieses Phänomen nicht auf einzelne Produktgruppen beschränkt ist, sondern in sämtlichen Branchen zur Anwendung kommt. An dieser Stelle sollen keine zusätzlichen Beispiele von existierenden Brand Communities im Aufzählungsverfahren angeführt werden.

Forthcoming), S. 26; Algesheimer et al. (2005), S. ; Bhattacharya & Sen (2003), S. ; Dholakia et al. (2004), S. ; McAlexander et al. (2002), S. ; Schouten & McAlexander (1995), S. 53ff. 107 Vgl. B. Lindgren (1973), S. ; Newcomb (1959), S. ; Mann (1991), S. ; 108 Vgl. Forgas (1987), S. 263ff. 109 Vgl. Newcomb (1959), S. 15. 110 Vgl. Muniz Jr & O'Guinn (2001), S. 412. Bierhoff (2006), S. 412ff. 111 Vgl. B. Mann (1991), S. , Van Avermaet (2002), S. 451ff. oder Hartley & Hartley (1969), S. 325ff. 112 Die vorliegende Dissertation hat sich unter anderem zum Ziel gesetzt, Einflussfaktoren auf und die Auswirkungen durch die Identifikation mit einer Brand Community auf das Konsumentenverhalten zu untersuchen.

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