The Dark Side of Brand Community: Inter-Group Stereotyping, Trash Talk, and Schadenfreude
Abstract
Prior work on brand communities has emphasized the positive aspects of community participation on brand involvement and loyalty. Qualitative studies have noted the possibility that involvement in brand communities may encourage participants to adopt disparaging views of rival brands and their users, but little research has tested these assumptions using structured measures. The present study investigates the relationship between identification...
Paper Details
Title
The Dark Side of Brand Community: Inter-Group Stereotyping, Trash Talk, and Schadenfreude
Published Date
Jan 1, 2007
Journal
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History