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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism, and Self-Esteem
verfasst von : Jeremy J. Sierra, Vishag A. Badrinarayanan, Harry A. Taute
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
Research suggests that the cultivation of and engagement with brand communities may generate positive outcomes for firms; therefore, the understanding of consumers’ membership and behaviors in brand communities represents an important area of inquiry for marketing researchers (e.g., Gruner et al. 2014). This study examines communities constructed around massively multiplayer online role playing games (MMORPGs). In MMORPGs, players access an online game environment, interact with other players in real time, and achieve the game’s objectives in a symbiotic manner. Online player communities formed around each MMORPG facilitate player interaction and socialization and, hence, closely resemble brand communities.