 ‘I'm like you, you're like me, we make a great brand community!’ Similarity and children's brand community participationMargurite Hook, Stacey Baxter and Alicia Kulczynski Journal of Retailing and Consumer Services, 2020, vol. 52, issue C Abstract: Moving beyond a common brand interest, homophily is employed to understand the impact of characteristic similarity between child members of a brand community on attitudes toward the brand community and community participation desire. Three experimental studies were undertaken, assessing member similarity, respect, and member deviance with relation to brand community attitudes and participation desire. Results suggest greater similarity enhances children's attitudes toward the community and participation desire, explained by an increased respect towards the community. When a community member is deviant (disloyal), respect, and subsequently attitudes and participation desire, decline. By introducing homophily to child-oriented brand communities; this research contributes to the sparse literature, with results highlighting marketers should emphasize member similarity when promoting brand communities aimed at children. Keywords: Brand communities; Children; Homophily; Respect; Group dynamics (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918309512 DOI: 10.1016/j.jretconser.2019.101895 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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