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Management article
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Reference no. AMSJ16-17
Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2012
Length: 12 pages

Abstract

In this paper, we introduce a Self-Determination Theory (SDT)-based framework to better understand the relationship that individuals have with their brand communities. In particular, we first introduce the concept of internalization from SDT, which describes the process by which an individual allows a brand community to become part of self. We then develop a conceptual model that addresses the impact that social influences, social comparisons, and self-determination have on brand community loyalty. Finally, we identify propositions that directly flow out of our conceptual model. This research represents an important extension to the brand community literature by considering not only the social but also the volitional aspects of brand community loyalty.

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Abstract

In this paper, we introduce a Self-Determination Theory (SDT)-based framework to better understand the relationship that individuals have with their brand communities. In particular, we first introduce the concept of internalization from SDT, which describes the process by which an individual allows a brand community to become part of self. We then develop a conceptual model that addresses the impact that social influences, social comparisons, and self-determination have on brand community loyalty. Finally, we identify propositions that directly flow out of our conceptual model. This research represents an important extension to the brand community literature by considering not only the social but also the volitional aspects of brand community loyalty.

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