Antecedents and purchase consequences of customer participation in small group brand communities

@article{Bagozzi2006AntecedentsAP,
  title={Antecedents and purchase consequences of customer participation in small group brand communities},
  author={R. Bagozzi and U. Dholakia},
  journal={International Journal of Research in Marketing},
  year={2006},
  volume={23},
  pages={45-61}
}
Abstract This paper investigates behavior and determinants of the behavior of small group brand community participants. A small group brand community is a friendship group of consumers with a shared enthusiasm for the brand and a well-developed social identity, whose members engage jointly in group actions to accomplish collective goals and/or to express mutual sentiments and commitments. Group activities centered on the brand intermingle with other social activities in these brand communities… Expand
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