What is it about?
This paper replicated and extended upon a predominant brand community model developed in the early 2000s. The original study looked at adults participation in brand communities, and this paper extends upon this by using the same model, but for children (6-14 years). Our study focussed on the popular game Minecraft as the brand community. Some of the same relationships were found across both adults and children, however there were some differences.
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Why is it important?
As the model was not fully replicated with the child sample used in this study, this highlights that adult-oriented brand community models cannot fully explain the attitudes and behaviours of children in brand communities. As the area of child-oriented brand communities is limited, this also indicates more research is needed in this area.
Perspectives
This paper was part of my PhD that focussed on child-oriented brand community participation and the findings really supported the relevance and importance of my PhD topic. I had to learn a completely new research methodology for this paper, but it was worth it.
Margurite Hook
University of Newcastle
Read the Original
This page is a summary of: Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study, Journal of Marketing Behavior, October 2017, Now Publishers,
DOI: 10.1561/107.00000042.
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