What is it about?
This paper replicated and extended upon a predominant brand community model developed in the early 2000s. The original study looked at adults participation in brand communities, and this paper extends upon this by using the same model, but for children (6-14 years). Our study focussed on the popular game Minecraft as the brand community. Some of the same relationships were found across both adults and children, however there were some differences.
Photo by Nina PhotoLab on Unsplash
Why is it important?
As the model was not fully replicated with the child sample used in this study, this highlights that adult-oriented brand community models cannot fully explain the attitudes and behaviours of children in brand communities. As the area of child-oriented brand communities is limited, this also indicates more research is needed in this area.
Read the Original
This page is a summary of: Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study, Journal of Marketing Behavior, October 2017, Now Publishers, DOI: 10.1561/107.00000042.
You can read the full text:
The following have contributed to this page