Publicação
The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context
| Resumo: | The main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed. |
|---|---|
| Autores principais: | Marques, Maria Inês Lameiras |
| Assunto: | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| Ano: | 2016 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| _version_ | 1868443479621763072 |
|---|---|
| author | Marques, Maria Inês Lameiras |
| author_facet | Marques, Maria Inês Lameiras |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Marques, Maria Inês Lameiras\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Marques, Maria Inês Lameiras |
| datacite.date.Accepted.fl_str_mv | 2016-10-25T00:00:00Z |
| datacite.date.available.fl_str_mv | 2017-07-20T14:16:23Z |
| datacite.date.embargoed.fl_str_mv | 2017-07-20T14:16:23Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| datacite.titles.title.fl_str_mv | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| dc.creator.none.fl_str_mv | Marques, Maria Inês Lameiras |
| dc.date.Accepted.fl_str_mv | 2016-10-25T00:00:00Z |
| dc.date.available.fl_str_mv | 2017-07-20T14:16:23Z |
| dc.date.embargoed.fl_str_mv | 2017-07-20T14:16:23Z |
| dc.description.none.fl_str_mv | O principal objetivo deste estudo é examinar o engajamento entre marca e consumidor, enquanto algo não-exclusivo a interações positivas entre as partes envolvidas. Assim, tenta-se demonstrar que indivíduos que admitem odiar, ou que nutrem sentimentos desfavoráveis para com uma marca, também podem engajar com a mesma e, especificamente, com as comunidades de que fazem parte. É também explorada a influência da extroversão, enquanto moderador, na relação entre o engajamento de marca e de comunidade no comprometimento afetivo e na palavra-de-boca, enquanto auto-expressão. Através de uma amostra de 700 indivíduos, foi possível reunir dados de 8 fontes: uma comunidade de fãs e outra de anti-fãs do Sporting Clube de Portugal, uma comunidade de fãs e de anti-fãs da McDonald’s, uma comunidade de fãs e de anti-fãs da Starbucks, e uma comunidade de fãs e de anti-fãs da Apple Inc. Este estudo ilustra que as comunidades têm diferentes motivações no que toca ao engajamento com a marca e com a comunidade, online, e algumas também influenciam o comprometimento afetivo e a palavra-de-boca enquanto forma de expressão das comunidades, mesmo com a presença do moderador ‘extroversão’. Os resultados também dão apoio aos argumentos-chave propostos e contribuem para o entendimento do engajamento negativo de marca e, especificamente, engajamento negativo de marca online – conceitos emergentes na área do Marketing. Implicações do estudo para a gestão, bem como futuros caminhos de pesquisa são discutidos. |
| dc.format.none.fl_str_mv | application/pdf application/octet-stream |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10071/14101 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| dc.title.fl_str_mv | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | The main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| id | iscte_eae9c19e68752b28005b9d5c7a5831cb |
| identifier.url.fl_str_mv | http://hdl.handle.net/10071/14101 |
| instacron_str | iscte |
| institution | ISCTE |
| instname_str | ISCTE |
| language | eng |
| network_acronym_str | iscte |
| network_name_str | Repositório ISCTE |
| oai_identifier_str | oai:repositorio.iscte-iul.pt:10071/14101 |
| organization_str_mv | urn:organizationAcronym:iscte |
| person_str_mv | Marques, Maria Inês Lameiras |
| publishDate | 2016 |
| reponame_str | Repositório ISCTE |
| repository_id_str | urn:repositoryAcronym:iscte |
| service_str_mv | urn:repositoryAcronym:iscte |
| spelling | porThe main goal of this dissertation is to examine that consumer-brand engagement is not exclusively related to positive processes or interactions between the involved entities. Thus, it tries to demonstrate that individuals who dislike, claim to hate, or develop unfavourable feelings toward the brand, can also be engaged with it and, specifically, with the community he/she is part of. The study also explores the influence of extroversion as moderator in the relationship between brand engagement and affective commitment and between brand engagement and selexpression word-of-mouth. To illustrate these ideas, using a sample of 700 individuals, worldwide, it was possible to collect data from 8 sources: one fan and one anti-brand community of Sporting Clube de Portugal, one fan and one anti-brand community of McDonald’s, one fan and one anti-brand community of Starbucks, and one fan and one antibrand community of Apple Inc. The findings from this research illustrate that communities have different motivations for engaging with the community and the brand online, and that they influence, to some extent, some communities’ affective commitment and self-expression WOM, even with the moderation of extraversion. The findings also provide support for the key arguments proposed and open paths for further exploration of the concept of negative engagement and, specifically, negative online brand engagement – upcoming and fundamental areas of research in the Marketing. Further implications for managers, and future research paths are discussed.porO principal objetivo deste estudo é examinar o engajamento entre marca e consumidor, enquanto algo não-exclusivo a interações positivas entre as partes envolvidas. Assim, tenta-se demonstrar que indivíduos que admitem odiar, ou que nutrem sentimentos desfavoráveis para com uma marca, também podem engajar com a mesma e, especificamente, com as comunidades de que fazem parte. É também explorada a influência da extroversão, enquanto moderador, na relação entre o engajamento de marca e de comunidade no comprometimento afetivo e na palavra-de-boca, enquanto auto-expressão. Através de uma amostra de 700 indivíduos, foi possível reunir dados de 8 fontes: uma comunidade de fãs e outra de anti-fãs do Sporting Clube de Portugal, uma comunidade de fãs e de anti-fãs da McDonald’s, uma comunidade de fãs e de anti-fãs da Starbucks, e uma comunidade de fãs e de anti-fãs da Apple Inc. Este estudo ilustra que as comunidades têm diferentes motivações no que toca ao engajamento com a marca e com a comunidade, online, e algumas também influenciam o comprometimento afetivo e a palavra-de-boca enquanto forma de expressão das comunidades, mesmo com a presença do moderador ‘extroversão’. Os resultados também dão apoio aos argumentos-chave propostos e contribuem para o entendimento do engajamento negativo de marca e, especificamente, engajamento negativo de marca online – conceitos emergentes na área do Marketing. Implicações do estudo para a gestão, bem como futuros caminhos de pesquisa são discutidos.application/pdfapplication/octet-streamengporThe role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities contextMarques, Maria Inês LameirasHandlehttp://hdl.handle.net/10071/14101DOIurn:tid:201291436URNTID:2012914362017-07-20T14:16:23Z2016-10-25T00:00:00Z2016-10-252016-09http://purl.org/coar/access_right/c_abf2open accessporOnline brand engagementporCommunity engagementporNegative brand engagementporOnline communitiesporMarketingporMarcaporEngagementporSatisfação do clienteporComunidade virtualporIdentidade de grupo5503095 bytes429670 byteshttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.iscte-iul.pt/bitstreams/1cb52023-ed84-4595-b9f2-5255de369ddc/downloadhttp://purl.org/coar/access_right/c_abf2application/octet-streamfulltexthttps://repositorio.iscte-iul.pt/bitstreams/77838326-4788-42ea-9367-ad31716670bb/downloadother research producthttp://purl.org/coar/resource_type/c_bdccmaster thesis |
| spellingShingle | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context Marques, Maria Inês Lameiras Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| status | SINGLETON |
| subject.fl_str_mv | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| title | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| title_full | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| title_fullStr | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| title_full_unstemmed | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| title_short | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| title_sort | The role of positive and negative brand engagement on affective commitment and self-expression word-of-mouth, using extraversion as a moderator: the brand communities context |
| topic | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| topic_facet | Online brand engagement Community engagement Negative brand engagement Online communities Marketing Marca Engagement Satisfação do cliente Comunidade virtual Identidade de grupo |
| url | http://hdl.handle.net/10071/14101 |
| visible | 1 |