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Title: Antecedents and consequences of online brand and anti-brand community participation
Author: Kwok, Yiu Keung
ISNI:       0000 0004 5924 2434
Awarding Body: University of Warwick
Current Institution: University of Warwick
Date of Award: 2016
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This study aims to propose and empirically test an integrated model of antecedents and consequences of online brand and anti-brand community participation. A common conceptual framework of online brand and anti-brand community participation is proposed. Multiple identifications (i.e., moral identification, brand identification and brand disidentification), brand emotion and motives are proposed as the antecedents of community participation. Community citizenship behavior is used to measure the consequences of community participation. A total of 260 responses from online brand communities and 200 responses from online anti-brand communities were collected via online survey. The sample was recruited by posting the research links across 409 online brand communities and 690 online anti-brand communities of 142 global brands. This was based on a consolidated list of top 100 global brands from BusinessWeek's 100 Best Global Brands and Millward Brown's BrandZ Top 100 Most Valuable Global Brands. The result models of online brand and online anti-brand community participation from structural equation modelling analysis indicate the asymmetric impacts of antecedents on motives and community citizenship behavior. Academically, the findings have extended the theory of social identity, emotion, organizational citizenship behavior, together with the newly developed motives of online community participation to explain the results and the differences between these two models from a multiple stakeholders' perspective. The results of the qualitative and quantitative research have revealed the existence of multiple stakeholders such as brand supporters, brand opponents, activists, and peer groups existing in the communities. Further research is suggested to seek to understand their behavior, dynamics and interaction among each other in a qualitative and longitudinal manner. Recommendations of online community setup, design and activities are proposed in this study to trigger different stakeholders’ participation in the online brand and anti-brand communities for motivating their voluntary community citizenship behavior to the sustainability of the communities. Proactive measures in online anti-brand community are proposed to deal with users’ dissatisfactions and identify product and service improvement to fulfil unmet needs.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HF Commerce