کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10312694 618435 2016 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Explaining behavior in brand communities: A sequential model of attachment, tribalism, and self-esteem
ترجمه فارسی عنوان
توضیح رفتار در جوامع برند: یک مدل پیوسته دلبستگی، قبیله گرایی و اعتماد به نفس
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
چکیده انگلیسی
Given their societal presence, brand communities and tribes must, in some capacity, influence marketing strategy. With a player base exceeding 50 million and annual sales surpassing $12 billion, the massively multiplayer online role playing game (MMORPG) community is considered a burgeoning cultural and economic consumer segment. Yet, quantitative examination of MMORPG community members' consumptive processes is sparse. To help fill this research lacuna, the current study tests a sequential choice model of attachment, tribalism, and self-esteem on MMORPG-related behavioral outcomes. Using a sample 970 MMORPG players, support is offered for the posited model, indicating among others, that brand attachment antecedes MMORPG brand tribalism, which in turn, augments player self-esteem. Implications and future research directions are offered.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 55, Part B, February 2016, Pages 626-632
نویسندگان
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