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The Triumph and Troubles of Community Branding According to Levels of Community Consensus.
- Source :
- AMA Winter Academic Conference Proceedings; 2020, Vol. 31, pAPM-2-APM-6, 5p
- Publication Year :
- 2020
-
Abstract
- Sponsorship-based community branding assumes that community members feel normative pressures to conform to standard expressions of membership. In the current research, we show that community members do prefer sponsorship-based community branding when they believe they belong to a high consensus community, but not when community members believe they belong to a community characterized by individuality. [ABSTRACT FROM AUTHOR]
- Subjects :
- BRANDING (Marketing)
MEMBERSHIP
ADVERTISING
CORPORATE sponsorship
INDIVIDUALITY
Subjects
Details
- Language :
- English
- ISSN :
- 10540806
- Volume :
- 31
- Database :
- Complementary Index
- Journal :
- AMA Winter Academic Conference Proceedings
- Publication Type :
- Conference
- Accession number :
- 145018261