How psychological ownership stimulates participation in online brand communities? The moderating role of member type

Jitender Kumar

Journal of Business Research, 2019, vol. 105, issue C, 243-257

Abstract: Participation in online brand communities (OBCs) is critical for the success of the community and the owner firm. Author attempts to explore this core OBC activity on the premises of psychological ownership theory by modeling participation intentions as a function of the members' sense of individual psychological ownership (IPO) and collective psychological ownership (CPO) experienced in the community.

Keywords: Participation intentions; Individual psychological ownership; Collective psychological ownership; Online brand communities; Brand purchase intentions; Word of mouth; Lurkers; Active members (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:105:y:2019:i:c:p:243-257

DOI: 10.1016/j.jbusres.2019.08.019

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