• DOI:10.1016/J.IJRESMAR.2006.01.005
Corpus ID: 168156616

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}
}

• R. Bagozzi, U. Dholakia
• Published 2006
• Psychology
• International Journal of Research in Marketing

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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