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Os Efeitos da Participação em Comunidades Virtuais de Marca no Comportamento do Consumidor: Proposição e Teste de um Modelo Teórico

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Author(s): Stefânia Ordovás de Almeida | José Afonso Mazzon | Utpal Dholakia | Hugo Fridolino Müller Neto

Journal: Revista de Administração Contemporânea
ISSN 1415-6555

Volume: 15;
Issue: 3;
Start page: 366;
Date: 2011;
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Keywords: consumer behavior | brands | brand communities | marketing strategy.

ABSTRACT
The virtual brand communities as established venues for marketing actions are a recent and relevant phenomenon, with strong implications in the marketing field. Despite its significance, recent studies have not addressed an important question: what are the earnings that companies may have in terms of intent of recommendation, repurchase and loyalty through the action of a brand virtual community? This study proposes and tests a theoretical framework to explain the strength of virtual brand communities on consumer behavior. To test the research hypotheses, two different communities for the same product were used – the Microsoft XBOX game console. The final sampling was 555 cases. The findings, achieved through structural equations modeling, indicate model validity and a direct impact of Psychographic Homogeneity and Availability of Virtual Venues on Participation Level and also an impact of these three dimensions plus Relationship with the Brand on Community Identification. The impact of Community Identification on Community Influences was significant, but not the impact of Participation Level. Community Influences also had a direct positive impact on Future Intentions. Considerations on these results are discussed.
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