Explaining behavior in brand communities: A sequential model of attachment,tribalism, and self-esteem |
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| Affiliation: | 1. Department of Marketing, School of Business, Southern Connecticut State University, 501 Crescent Street, New Haven, CT 06515, United States;2. Department of Marketing, College of Business, University of Texas at Arlington, 701 S. Nedderman Drive, Arlington, TX 76019, United States;1. Indian Institute of Management Bangalore, Bannerghatta Road, Bangalore 560076, India;2. Haskayne School of Business, University of Calgary, Calgary, Alberta T2N 1N4, Canada;3. Scheller College of Business, Georgia Institute of Technology (Georgia Tech), 800 West Peachtree St. NW, Atlanta, GA 30308-1149, USA;4. Development Management Institute, Second Floor, Udyog Bhawan, East, Gandhi Maidan Road, Patna, Bihar 800004, India |
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| Abstract: | Given their societal presence, brand communities and tribes must, in some capacity, influence marketing strategy. With a player base exceeding 50 million and annual sales surpassing $12 billion, the massively multiplayer online role playing game (MMORPG) community is considered a burgeoning cultural and economic consumer segment. Yet, quantitative examination of MMORPG community members' consumptive processes is sparse. To help fill this research lacuna, the current study tests a sequential choice model of attachment, tribalism, and self-esteem on MMORPG-related behavioral outcomes. Using a sample 970 MMORPG players, support is offered for the posited model, indicating among others, that brand attachment antecedes MMORPG brand tribalism, which in turn, augments player self-esteem. Implications and future research directions are offered. |
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| Keywords: | Behavioral intentions Brand attachment Brand tribalism MMORPGs Online communities Self-esteem |
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