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Effects of Knowledge Acquisition Strategies on Community Citizenship Behaviors and Brand Identification: An Empirical Study Based on Virtual Brand Communities(PDF)

《南京师大学报》(社会科学版)[ISSN:1006-6977/CN:61-1281/TN]

Issue:
2014年03期
Page:
42-52
Research Field:
Publishing date:

Info

Title:
Effects of Knowledge Acquisition Strategies on Community Citizenship Behaviors and Brand Identification: An Empirical Study Based on Virtual Brand Communities
Author(s):
MA Shuang WANG Yong-gui
Keywords:
virtual brand communities knowledge acquisition commitment behaviors brand identification
PACS:
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DOI:
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Abstract:
It has been increasingly important for managers and scholars to strengthen members’ community citizenship behaviors and to make use of virtual brand communities to build a strong brand. This paper introduces the concepts of “knowledge acquisition” and “organizational citizenship behaviors” from the fields concerning the studies on organizational behaviors and knowledge management to the research context of virtual brand communities, and explores how to enhance brand identification through various ways of knowledge acquisition in virtual communities. The empirical results show that dynamic knowledge acquisition is more strongly associated with members’ community citizenship behaviors compared with static knowledge acquisition, and members’ community citizenship behaviors have stronger effects on brand identification than in-role behaviors. At last, this paper concludes with the theoretical and practical implication, explicates the limitation and points out the directions for future studies.

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Last Update: 2014-05-26