Journal of Marketing Behavior > Vol 3 > Issue 1

Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study

Margurite Hook, University of Newcastle, Australia, margurite.hook@newcastle.edu.au Stacey Baxter, University of Newcastle, Australia, Alicia Kulczynski, University of Newcastle, Australia,
 
Suggested Citation
Margurite Hook, Stacey Baxter and Alicia Kulczynski (2017), "Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study", Journal of Marketing Behavior: Vol. 3: No. 1, pp 63-72. http://dx.doi.org/10.1561/107.00000042

Published: 26 Oct 2017
© 2017 M. Hook, S. Baxter, and A. Kulczynski
 
Subjects
 
Keywords
Brand communitiesBranding and brand equityChildrenSocial identityTheory of planned behavior
 

Article Help

Share

Download article
In this article:
Introduction
Method
Results and Discussion
Conclusion, Limitations and Avenues for Future Research
Appendix – Correlation Matrices
References

Abstract

Brand communities are a popular tool brands use to develop relationships with customers. Bagozzi and Dholakia's (2006) seminal article provides one model to explain participation in these brand communities. This research replicates and extends this model to the demographic of children. Results show that most relationships reflected those observed in the original study, however, some distinct differences were found. Findings highlight that adult-orientated brand community models may not be suitable to explain all child-members' attitudes and behaviors in brand communities.

DOI:10.1561/107.00000042